Oil manufacturer Castrol has launched the UK’s first personalised digital billboard which uses traffic cameras to advise drivers about the right oil for their cars. The initiative will encourage drivers to drive past specially installed cameras safely in order to get ‘flashed’. Rather than identifying cars driving over the speed limit or which haven’t paid the congestion charge, the cameras will help drivers by spot checking cars, and will flash a personalised engine maintenance message to the driver on a nearby billboard. (Interesting Snippets)
In an age where everyone talks about the death of outdoor, I think it is actually becoming one of the smarter advertising channels. It is meshing digital technology with great copywriting to deliver really clever, progressive ideas. Castrol have seemingly jumped on this, providing a cool outdoor platform for drivers to gain a quick health check on their car.
Having been banned from driving for 6 months, I have an inherent fear of speed cameras. However, I am sure I would be more than happy to get flashed by these cameras as it provides such useful information.
“Castrol’s “Right Oil, Right Car” digital billboard campaign delivers targeted messages to motorists. A camera records a passing car’s registration number, which is then matched to the make and model of the car via Castrol’s access to the U.K’s Driver and Vehicle Licensing Agency database. Castrol can then deliver the correct oil recommendation for the vehicle on the digital billboard located further down the road.” Digital Signage Expo
