Renault has hooked up with top ad agency Ocean to develop a hi-tech new billboard that recognises passing cars and tailors the ad to their occupants.
The new Mégane campaign uses special cameras to read the registration plate of a nearby motor and work out the make, model and colour. The advert’s ‘personalised’ text is changed to suit.
While no personal data is recorded, stored or displayed, and only stationary cars are targeted for safety reasons, the system uses demographic data based on the type of car. It profiles the driver’s likely age, gender and interests to choose an appropriate ad for the kind of vehicle selected.
The campaign – a UK first – sees the billboards placed opposite traffic lights, and kicks off with in London before spreading to Birmingham, Manchester and Newcastle.
Ocean says “costly media plans, ad blocking and the need to stand out among all the advertising noise require a new way of thinking and engaging with audiences,” which it claims makes the billboards especially effective.