Audi launches contextual roadside out of home campaign

Audi has launched a data-driven digital out of home campaign that will serve contextually relevant messages to drivers at each location.

Created by Bartle Bogle Hegarty and produced by creative tech outfit Grand Visual, the campaign uses traffic, time and weather data to trigger specific content.

Examples include sites where traffic is heavy alerting drivers to "Pre-sense", Audi’s in-built technology for predictive safety. During adverse weather, drivers will see ads for Audi’s all-wheel drive technology, "quattro-on-demand".

The campaign is managed and distributed through digital out of home adtech platform OpenLoop, which analyses transport APIs and weather data and triggers the relevant creative for each roadside location.

The media was planned and booked by PHD and Talon and spans 211 screens, across nine key cities.

Benjamin Braun, head of marketing at Audi UK, said: "This is the first data-driven digital OOH campaign we have launched on a national scale.

"By using data to contextualise copy, we can reach drivers with targeted and tactical advertising messages that are relevant throughout the day, tapping into the driver's mindset in the moment. That is powerful."

Dan Dawson, chief creative technology officer at Grand Visual, added: "This campaign is a great fit for a brand that continues to be at the forefront of vehicle intelligence technology. Thanks to pioneering brands like Audi, data innovation in OOH is really beginning to take off."

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