Digital outdoor ads 'recognise' MINI drivers

MINI has launched a digital billboard campaign that “recognises” MINI owners as they drive past, and serves them tailored messages. The ads, which talk directly to MINI drivers passing by the sites, launched on Bank Holiday Monday across five JCDecaux digital billboards situated on the Cromwell Road. A team of car enthusiasts will act as “spotters” and will trigger the different content. On the 29th August an experiential element will be added. On that day, drivers will be invited to interact with the billboard and will be offered a series of treats – such as bacon sandwiches and smoothies in the morning, or a tank of fuel, or flowers on the home-time drive – at a designated pull-in space on the road. The campaign, created by Iris, Vizeum and Posterscope, has been designed to celebrate the “spirit of inventiveness” among MINI owners and forms part of the car brands wider “Not Normal” activity.

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