Skoda is using digital billboards updated with live journey times to getaway destination to entice urban drivers in the U.K. to get in their cars and travel to somewhere beautiful..
The nationwide campaign, promoting the auto brand's Kodiaq model, is running across multiple city and roadside formats. The billlboards feature four locations across the U.K. the coastal town of Rye, Wales, the Lake District and Norfolk. Each location was chosen for its natural beauty, to demonstrate to drivers how simple it is to rediscover your surroundings and reconnect with the real and natural aspects of life.
Each digital billboard displays the time it would take to travel from that exact spot to the location featured in the visual. It uses OpenLoop, the digital outdoor platform from ad tech specialist QDOT, dynamically updating journey times based on Google's API traffic statistics to reflect real-time travel estimates.
QDOT was recently spun off as a separate company from digital production house Grand Visual, which produced the Skoda work. The outdoor campaign is part of a wider campaign by Fallon London for the Kodiaq that includes TV and digital ads.