Marketing Technology

Porsche Launches World’s First Car Recognition Billboard

As part of the world’s first interactive advertising campaign, Porsche drivers stand out from the crowd with car recognition billboard at Melbourne Airport. Porsche’s new campaign specifically developed by oOh! demonstrates multiple ways in which digital billboards can be used to create a unique customer experience for brands, thereby finding creative ways to engage with their customers.

This was the first time image recognition software has been used to identify a car on the move. This technology recognizes the shape and the exterior aspects of the car, not the driver. It opens up the flexibility to be able to create new revenue streams, in terms of being able to put a number of clients up on the main site.

The car recognition technology developed by oOh! with Digital Experiences uses IBM software and oOh!’s own content management system ARGLYE to identify oncoming Porsches before revealing the 10 second message.

oOh! identifies an oncoming Porsche 300 metres away from the billboard, before tailoring a unique message “It’s so easy to pick you out of a crowd”, reaching thousands of travelers as they make their way to one of Australia’s busiest airports.

The principal behind this technology is that luxury car providers might only advertise to those who can afford their products. Similarly, people driving older car models could one be encouraged to trade in their wheels.


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