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Auto Recognition Digital Billboard Makes Porsche Owners Stand Out

Three out of every four Porsche Macan buyers were new to the brand in 2014 and, like we already reported, it would seem the German compact is where the company’s 17% boost sales for last year comes from. But the Stuttgart-based auto manufacturer has a lot of other tricks in its satchel for this year, which rather involve some new marketing skills.
World’s First Auto Recognition Digital Billboard Makes Porsche Owners Stand Out 1 photo
Photo: TheoOhChannel on Youtube
In what seems to be a premiere, Australia’s largest out-of-home company, oOh! Media, has recently unveiled a new digital campaign that will display a tailored message on a Melbourne Airport digital billboard when the luxury car approaches it. Basically, whenever a Porsche car approaches the innovative board, it will automatically change the content with the message “It’s so easy to pick you out of a crowd”.

The car recognition technology developed uses IBM software and oOh!’s own content management system dubbed ARGLYE to identify oncoming Porsches before revealing the message for 10 seconds. John Purcell, commercial director, operations and technology at oOh! said the world first concept demonstrates the multiple new ways digital billboards can be used to create a unique customer experience for brands.

A camera located 300 meters from the billboard analyses the approaching vehicle make and model in real-time to identify if the car is a Porsche. Once a Porsche is detected it triggers the tailored message to be displayed as the Porsche is approaching,” Purcell explained in a statement.

Now, not that we don’t believe the idea is smart and will probably proof to be quite effective, but there are a couple of issues here. First of all, is it really safe? We’re wondering if the real-time recognition system is fast enough for the Porsche driver to see it without jeopardizing his or hers capacity of safely driving. Secondly, if the message is targeting the other drivers, the question still remains.

The 50 square-meter billboard ad located on the Airport Drive started working last Saturday and will be live for five days. So we guess these answers will later be elucidated.

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