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

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in