Audi is breaking a new campaign to increase awareness of the advanced intelligent technologies available in its latest models.
The effort, from BBH and production and creative technology company Grand Visual, is rolling out in the United Kingdom. The campaign runs across premium roadside screens on a nationwide scale through Oct. 29.
Creative brings the latest assistance technologies to life using traffic, time and weather data to trigger content that is contextually relevant at each location. For example, when the traffic is heavy, the creative will alert drivers to the “pre-Sense” feature, Audi’s built-in technology package for predictive safety. During adverse weather, creative will change to feature “quattro-on-demand,” Audi’s all-wheel drive technology.
The hero concept of “Audi as your sixth sense” is also featured.
The campaign is managed and distributed through digital out-of-home ad tech platform OpenLoop, which analyzes Transport API’s and weather data and triggers the relevant creative for each roadside location. The media was planned and booked by Omnicom Media Group’s PHD and Talon and spans 211 screens, across 9 key cities.
“This is the first data-driven digital OOH campaign we have launched on a national scale,” said Benjamin Braun, head of marketing, Audi UK, said in a release. “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.“