In an effort to roll out the proverbial red carpet for its new flagship vehicle, Vauxhall Motors enlisted Posterscope and Carat for a real-time traffic data campaign via digital out-of-home (DOOH) that delivers contextual ads to the captive audience of drivers stuck in traffic jams around England. The flagship vehicle is the Vauxhall Insignia Grand Sport, and its range of technology solutions is what’s being shown off in the bulk of the advertising that is actually triggered by the speed at which the traffic is moving.
Whenever cars dip below a certain threshold, custom creative content from McCann and MRM is deployed. More generic creative runs when traffic returns to normal. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied via a content matrix. The campaign is supported by static 48 sheet formats across the U.K., and by TV, digital paid social and print advertising.
“With all the innovative game changing tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience,” said Head of Brand at Vauxhall Motors Andy Biernacki.
Using the Liveposter platform and traffic data supplied by INRIX Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens strategically placed on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the June 2017.
“This is first time we’ve delivered a national level campaign triggered by traffic data,” said Posterscope Senior Client Manager Michael Bartrop. “By delivering this tailored content in real-time, in reaction to traffic behavior, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”