Traffic jams might be the bane of the modern day motorist but for Vauxhall they could prove anything but with the launch of a digital outdoor campaign for the new Vauxhall Insignia Grand Sport which targets car owners when they are at a standstill.
The creative execution, devised by McCann and MRM Meteorite, launches this week, with Posterscope’s Liveposter scheme embracing real-time traffic data to work out the timings.
Whenever car speeds go below the appropriate threshold, tailored creative executions are deployed to highlight the range of technology solutions available in the new Vauxhall Insignia.
More generic creatives will play-out when car flow is moving normally. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied through a content matrix.
Using the Liveposter platform and traffic data supplied by Inrix Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the month.
Vauxhall Motors head of brand Andy Biernacki said: “With all the tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience.”
Posterscope senior client manager Michael Bartrop added: “This is first time we’ve delivered a national level campaign triggered by traffic data. By delivering this tailored content in real-time, in reaction to traffic behaviour, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”
The campaign is supported by static 48 sheet formats across the UK, and by TV, digital paid social and print advertising. Media has been handled by Carat.
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