In the race to outrun competitions and stand out in the clutter, brands are launching the OOH campaign to get the attention of the distracted commuters. Recently, automobile manufacturer Infiniti launched a dynamic campaign in Russia to directly target potential customers.
DOOH companies are constantly competing with each other to create engaging content to attract consumers. Russ Outdoor, an outdoor advertiser based in Russia, collaborated with JCDecaux, an outdoor advertiser, to deliver the DOOH campaign, which would respond directly to a commuter’s car brand.
Cameras were installed above digital outdoor displays which would identify the particular car brand a user was driving and then show different advertisements. Different creative for each car brand was broadcasted for a given target audience. The content would feature videos of a specific Infiniti car as well as videos of luxurious locations.
The displays would also show the latest deals on various Infiniti cars. As commuters generally use regular routes while driving to work, so campaigns like this one can become redundant as the users see the same content over and over. However, this campaign resolved this issue to increase commuter’s engagement.
Also, if the billboards detected that a certain car has seen the advertisement five times, it would display a different creative to attract the passersby’s attention.