Vauxhall Motors launch new Insignia Grand Sport using real-time traffic data to reach motorists with digital OOH campaign
Posterscope and Carat have launched a dynamic, digital OOH campaign for Vauxhall Motors as part of a nationwide campaign to launch the company’s new flagship vehicle, the new Vauxhall Insignia Grand Sport.
The campaign launches this week and uses real-time traffic data to deliver contextual ads to motorists stuck in traffic jams. Whenever car-speeds go below the appropriate threshold, tailored creative executions are deployed to highlight the innovative range of technology solutions available in the new Vauxhall Insignia. More generic creative will play-out when car flow is moving normally. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied via a content matrix.
Using the Liveposter platform and traffic data supplied by INRIX Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the month.
Andy Biernacki, Head of Brand at Vauxhall Motors, said: “With all the innovative game changing tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience.”
Michael Bartrop, senior client manager, at Posterscope, added: “This is first time we’ve delivered a national level campaign triggered by traffic data. By delivering this tailored content in real-time, in reaction to traffic behaviour, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”
The campaign is supported by static 48 sheet formats across the UK, and by TV, digital paid social and print advertising. Creative is by McCann and MRM.