Billboards speak to BMWs

Riley Riley

Big Brother is watching, at least if you’re driving a BMW in the UK.

The company is introducing a new marketing initiative that tailors digital billboard messages to drivers of BMW cars, with the help of Vehicle Detection Technology (VDT).

Located in key city locations throughout the UK, selected billboards will display messages to owners of BMW cars no longer covered by a BMW new car or Approved Used Car warranty.

The message to drivers will highlight their vehicle is no longer covered for the costs of mechanical or electrical repairs, and invite them to consider purchasing a BMW Insured Warranty online.

The adverts will vary however depending on the model of car.

VDT serves highly personalised, real time content which is only triggered when a handpicked vehicle type is directly in sight of the roadside screen.

Ads are served with pinpoint accuracy, delivering zero wastage.

Developed by premium digital out of home media owner Ocean Outdoor, the technology does not store any personal driver or vehicle data.

The VDT campaign is being managed by Wavemaker in association with Ocean Labs and is set to launch this month with billboards in London, Birmingham, Manchester and Newcastle.

The billboard are located alongside traffic lights on major roads and the tailored messages will appear when VDT registers a BMW Insurance Warranty prospect sitting at a red light.

This ensures road safety is not compromised as the car is stationary.

Head of Warranty and F&I at Allianz Partners UK, Liz Grindell, said the company is constantly exploring new ways to add value and enhance customer engagement.

“This latest initiative, which brings together digital marketing expertise and product innovation, is an exciting opportunity to reach prospective customers on the move, during a time when physical interaction is restricted,” she said.

Insurance Provider Manager for BMW Financial Services Steve Cann adds: “Our customers expect an elevated level of customer service and personalised digital marketing is just one way in which we can engage with them at this expected level.

“Tailored billboard messaging is a unique way of engaging with BMW owners outside of their homes that we hope will leave a memorable impression.”

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