Updated: Latest Mini out-of-home campaign taps contextual data insights for dynamic creative

Digital OOH campaign will use geographic and external data to better target passing consumers

Mini creative by Sydney airport
Mini creative by Sydney airport

Mini Australia’s latest out-of-home campaign is tapping into a combination of geographic and contextual data sets in order to deliver more dynamically targeted content to consumers.

The latest campaign, which has been developed in partnership with Vizeum Melbourne and Posterscope, will run across digital out-of-home sites across the country and utilise specific data sets, such as location, traffic, time of day and weather conditions, to more contextually target creative to passing consumers. The mix of out-of-home sites has an emphasis on proximity to airports and stadiums.

The content being used is designed to showcase the vehicle’s new range of connected benefits such as in-car, real-time traffic updates, a concierge service and optional union jack brake lights. A spokesperson told CMO nine creatives are scheduled to run across 48 sites, varying according to a total of six triggers.The campaign is running from 1 July to 31 August.

Mini Australia national marketing manager, Alex McLean, said bringing creative concepts to a large digital format is a step change for its campaign efforts.

“Mini has historically enjoyed being a quirky brand, so it is excellent to be able to incorporate unique creative that really demonstrates the USP of these vehicles, ultimately influencing drivers at timely moments,” he said.

Posterscope business director, Lauren Farquharson, said research showed message recall is significantly higher when dynamic advertising is used, citing Liveposter’s The Dynamic Difference research as a case in point. According to those findings, dynamic creative can have lift average brand equity by 27 per cent, consideration by 32 per cent and advertising spontaneous awareness by 101 per cent, resulting in a 49 per cent increase in overall effectiveness.

“The launch of Mini’s connected model locally was a great opportunity to demonstrate the versatility of digital out-of-home, providing a platform for synergy across other digital media,” she said.

Vizeum group client director, Sophie Mylne, said triggering consideration is a key moment in the consumer journey for Mini.

“Given ROI is such a huge focus in market right now, it’s great to be able to make our digital OOH work that little bit harder for Mini,” she added.

On top of the out-of-home campaign, Mini's media mix also includes WeTransfer, interactive video on mobile; advertising via Virgin Inflight Entertainment, cinema collateral, display advertising with The Guardian and CarPortal activity.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

The best design always features a minimalist approach to the use of color. Many designers are tempted to use many different colors but us...

Jose Salas

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

E-mail automation is a wonderful thing, especially for digital marketing. It's interesting to see how these tools are becoming more and m...

Claudia Evans

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Machine learning represents the future for digital marketing. I'm glad that there are strides being made in this direction and that even ...

Claudia Evans

Looker eyes benefits of machine learning to connect with customers

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

Latest Podcast

More podcasts

Sign in