Audi is running outdoor ads in the U.K. that use data from current driving conditions to promote different aspects of its driver technology.
Created by BBH and produced by Grand Visual, the roadside campaign uses 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 Audi's "Pre-Sense" feature, its in-built technology package for predictive safety. During adverse weather, creative will change to feature "Quattro-on-demand," its all-wheel drive technology designed for for rain, snow or hail conditions.
The campaign is running on 211 screens, across nine U.K. cities, and uses the tagline "Audi as your sixth sense."
Benjamin Braun, head of marketing, Audi U.K., says in a statement: "This is the first data-driven digital OOH campaign we have launched on a national scale. By using data to contextualize 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."