Mini Australia launched a latest digital OOH campaign utilizing a combination of geographic and contextual data sets in order to deliver a more dynamically targeted content to consumers.
The latest campaign, which has been developed in partnership with Vizeum Melbourne and Posterscope, will run across DOOH sites across the country.
It will utilise specific data sets, such as location, traffic, time of day and weather conditions, to deliver more contextually focused creative to passing consumers. The mixes of out-of-home billboards have been strategically installed closer to airports and stadiums.
The content of the creative used is designed to display the vehicle’s new range of connected advantages such as in-car, real-time traffic updates, a concierge service and optional union jack brake lights. A spokesperson told CMO, that the OOH Campaign is scheduled to run across 48 sites, varying according to a total of six triggers. The campaign is running from 1 July to 31 August.
“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 Campaign work that little bit harder for Mini,” she added.