01st November 2016
In a media first, Hyundai becomes the first car brand to use Vehicle Recognition Technology (VRT) to serve digital out of home creative based on high CO2 emissions and competitor vehicles.
Running for three weeks, the campaign, developed by Havas Media, Innocean Worldwide and Ocean, supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model.
Using Ocean’s unique vehicle recognition technology, the sites recognise drivers of gas guzzling SUVs, rival hybrids and key competitor models older than five years, therefore potentially in market, and serves them with personalised messages.
VTR uses cameras positioned at Digital Out Of Home (DOOH) sites located at London’s Holland Park and in Newcastle facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.
Based on which category the car falls into determines which personalised, tongue in cheek messages plays out in real time. Additionally, the DOOH sites gives a high five to a select few of its Hyundai siblings, chosen based on Ocean’s historical data from each location.
Adam Nickson, head of brand strategy and communication at Hyundai commented: “The IONIQ is a key launch for Hyundai - we are entering a competitive and technology-led segment, so we wanted a launch solution that could create innovative stand out, whilst highlighting that IONIQ is a car that represents the next generation of electrified cars.”
Natasha Murray, managing director at Havas Media said: “Audiences demand increasingly relevant communications so we have worked closely with Innocean UK and Ocean to use programmatic technology to ensure the IONIQ’s progressive message drives personal connections with key motorists.”
Tristan Lenczner, creative at Innocean Worldwide UK said:
“Working with such an innovative platform was really exciting for us as an agency, especially as we are one of the first advertisers to utilise it. With the IONIQ being such a cut through model, we knew that the communications supporting the launch of the car had to be just as cut through. We had a lot of fun crafting the reactive ads and hope the public will have just as much fun reading them on the billboards themselves.”
Kevin Henry, Ocean head of screen investment said: “Ocean’s pioneering technology offers brands like Hyundai highly defined targeting and greater efficiency than standard out-of-home play-out, hitting core target audiences with zero wastage It’s also the first time this technology has played out on our Screen on the Tyne in Newcastle.”