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Offline Paulstar


  • Joined: Jul 2008

  • Location: Sydney
http://mumbrella.com.au/porsche-launches-digital-outdoor-campaign-detects-oncoming-porsches-270212

Anyone free to try this out?  :scratchchin:

Quote
Porsche has launched a new digital outdoor campaign that will display a tailored message on a Melbourne Airport digital billboard when it detects a Porche car approaching.

The campaign, created by Ooh Media and creative agency The Ross Partnership, will automatically change the content on the digital billboard to the message “It’s so easy to pick you out of a crowd” when a Porsche approaches.

John Purcell, commercial director of operations and technology at Ooh, said: “A camera located 300 metres 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.

“Over one week, this particular billboard will reach up to two hundred thousand travellers as they make their way to one of Australia’s busiest airports.”

The car recognition technology was developed by Ooh Media with Digital Experiences and uses IBM software and Ooh’s own content management system Argyle to identify oncoming Porsches.

Toni Andreevski, director of marketing, Porsche Cars Australia, said: “It’s appropriate that Porsche is part of this world first highlighting the award winning excellence of the Porsche brand. The power and flexibility of digital technology today is a real winner for high value brands to reach just the right audience.”

The 50 square metre billboard ad on Airport Drive will be live for five days beginning Saturday.



Offline looney


  • Joined: Mar 2007

  • Drives: VW Beetle
wow that's pretty cool.

could you imagine the implications as the technology gets better.

tailored advertising like "you've only got a Carrera? upgrade to a Turbo"  or "i see you've got a GT3, nice choice" LOL



Offline hydie


  • Joined: May 2009

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Pretty damn cool.  :thumbsup:

I would love to have a look at the technology side of it, would be augmented reality of some description. AR was used alot by Toni and his team when he was still at BMW AU when the M3/M4 was launched.



Offline Paulstar


  • Joined: Jul 2008

  • Location: Sydney
wow that's pretty cool.

could you imagine the implications as the technology gets better.

tailored advertising like "you've only got a Carrera? upgrade to a Turbo"  or "i see you've got a GT3, nice choice" LOL

How about something in the vein of "Hey you in the M3, ready to step up?"

Pretty damn cool.  :thumbsup:

I would love to have a look at the technology side of it, would be augmented reality of some description. AR was used alot by Toni and his team when he was still at BMW AU when the M3/M4 was launched.

Initially I thought this must be tied in with the Porsche on board computers so I was very surprised to see the camera. It's facial recognition for cars - so should be easier than facial recognition for Humans right?



Offline hydie


  • Joined: May 2009

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Initially I thought this must be tied in with the Porsche on board computers so I was very surprised to see the camera. It's facial recognition for cars - so should be easier than facial recognition for Humans right?
Yes, it will use certain lines at a certain angle, and if it matches, it should display - this is how I can see it working anyway.

I'll track down something like this on a smaller scale - give me 5..



Offline hydie


  • Joined: May 2009

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Here is a bit of the BMW M3/M4 marketing collateral.

Open the BMW smartphone app, hover above this picture, the picture gets 'scanned' and a video will instantly play -think QR codes on a much better scale.

The iPhone looking thing is just an overlay, not permanent.




Offline dkabab




Offline hydie


  • Joined: May 2009

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Quote
Targeted ads are coming to a billboard near you

Science fiction is fast becoming reality if trends in automotive advertising are anything to go by.

Car maker Lexus is set to unveil a series of intelligent, super-sized ads on billboards in key locations across the country on Monday. The billboards can tell what type of car you're driving, and will tailor a message just for you.

Equipped with cameras, the smart ads take a snapshot of your car as you approach, measure its features and match it against a database to determine its make, model and colour.

An algorithm then matches this with contextual information such as the time of day, weather conditions and traffic conditions to generate one of 80 configurations, such as: "Hey black Merc driver, the heavens have opened. This is the new Lexus."

All this happens in a split second in order to grab your attention as you zoom past on the freeway.

M&C Saatchi, the advertising agency that worked on the campaign alongside APN Outdoor and TMS, is calling it "direct messaging on steroids".

A similar but less sophisticated advertising campaign was launched by Porsche last week. The smart Porsche billboards serve ads to Porsche drivers.

If you've ever seen the film Minority Report, here's where the Lexus ad campaign gets a little weird.

In the film, a 2002 remake of a Phillip K. Dick science fiction story which is set in the year 2054, Tom Cruise's character walks through a corridor peppered with digital ads that call out to him by name. Eventually he enters a GAP clothing store, where a holographic shop assistant greets him and remembers his last purchase.

The first ad in that scene is a Lexus ad.

An APN Outdoor spokesperson said there was scope to refine the technology used in its billboards to target ads even further. For instance, targeting drivers of luxury cars that are three to five years old and are likely to buy a new one soon.

Reg Bryson, chief executive of strategic branding agency Brand Council, said bringing targeted advertising into the outdoor space took things to a whole new level, and may be a sign of things to come.

"It's all right to see something [personalised] pop up on your computer screen, because you expect that," Mr Bryson said.

"When you're out and about and walk past a shop window and suddenly the mannequin in the window pulls you aside and talks to you - I think you'd be a little unnerved."

The Lexus ads are located at Sydney and Perth domestic airports, Kew Junction in Melbourne, George Square in Brisbane and Gouger Street in Adelaide.

http://www.smh.com.au/digital-life/digital-life-news/targeted-ads-are-coming-to-a-billboard-near-you-20150117-12s25q.html



Offline mondi

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