NOW TV used Vehicle Detection Technology (VDT) to promote Formula 1. The focus was on engaging popular car brands through tailored headlines, integrating dynamic messaging triggered anytime a specific car brand stopped at traffic lights near the screen. Additionally, the campaign innovatively incorporated weather triggers, a first for VDT campaigns, to enhance contextual relevance.

the cHALLENGE

The challenge was to create personalised and impactful messaging to resonate with a range of different drivers.

the SOLUTION

NOW TV’s solution involved implementing a sophisticated strategy. The campaign included unique headlines tailored to specific car brands, such as “0 – 200mph in 3.2s? Not in that XX” and “Hey XX driver, bored of life in the slow lane?”. The different messages were triggered based on the detected vehicles. Moreover, weather-sensitive headlines such as, “Hey, XX driver, watch how an F1 car handles wet conditions,” activated during rainy weather. This approach ensured relevance and engagement, effectively promoting Formula 1 through contextualised messaging.

Outcomes

During the three week campaign, we delivered a significant number of playouts, with over 20% at Holland Park Roundabout. Across the entire network, over 14% of playouts went to Ford drivers.