In a media first, Hyundai becomes the first car brand to deploy DOOH vehicle recognition technology (VRT) which is activated by high CO2 emissions and competitor vehicles.
Developed by Havas Media, Innocean Worldwide and Ocean, the campaign supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model. It’s the first VRT campaign to run in Newcastle on Ocean’s Screen on the Tyne and the second in London at the Holland Park Roundabout tri-screen.
Using Ocean’s unique vehicle recognition technology, both locations recognise drivers of gas guzzling SUVs, rival hybrids and key competitor models older than five years and serves them with personalised, real time content.
Based on which category a particular car model falls in determines which personalised, tongue in cheek messages play out. The screens also give a high five salute to selected Hyundai siblings, which are chosen based on historical data from each location.
Adam Nickson, Head of Brand Strategy and Communication at Hyundai said: “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.”
VRT data, combined with established sources such as Kantar’s TGI and CACI Acorn Groups, now allows for far greater targeting capabilities in the DOOH roadside sector.
Kevin Henry, Ocean Head of Screen Investment, said: “We now have access to 250,000 data points, by time of day and day of week, from Holland Park Roundabout and Screen on the Tyne – data which could provide valuable additional insights to agencies and clients regarding future planning decisions. In the future, we believe that the same real-time targeting opportunities could be offered by Ocean’s wifi and facial recognition cameras.”
Ocean is now exploring the opportunities around second and third party data partnerships to drive incremental revenue into DOOH.