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Outdoor VDP
I stumbled on a couple of outdoor VDP applications this week. I'd like to remind readers that I don't just focus on print-related VDP, but look at both online and offline use of variable-data publishing. Today, I've got a couple of applications that are stuck somewhere between the two.
The first application appeared as an outdoor campaign for Mini Cooper last year, featuring on a billboard in San Francisco. The New York Times published a story on this innovative campaign and use of outdoor VDP. The article explains that the boards, which usually carry typical advertising, are programmed to identify approaching Mini drivers through a coded signal from a radio chip embedded in their key fob.
The messages are personalised, based on questionnaires that owners filled out, featuring messages such as "Mary, moving at the speed of justice" if Mary is a lawyer, or "Mike, the special of the day is speed" if Mike is a chef. In addition to employment-related comments, the signs also persuaded owners to treat themselves to whatever customisation feature is on their wish list, such as "You've earned your spoiler", or wish them a happy birthday on the appropriate day. Since more than a third of Mini owners have named their cars, the messages sometimes referred to the car by name.
While such messaging may sound invasive, over 1,000 Mini owners opted in to the campaign by responding to a direct mail campaign, which was mailed to 4,500 owners—an impressive response rate!
The idea is certainly a novel one, but I'm not sure how many direct marketing campaigns are really suited to such an application. With increasing limitations on the use of mobile/cell phones while driving, such additional distractions will surely raise a few 'safety' alarm bells within the transport industry.
A similar, but safer campaign was deployed by Motorola last year. To celebrate the launch of the new wing at Hong Kong International Airport, the Airport launched a competition for agencies to present ideas for the best use of the many large digital screens throughout their new wing. In association with Motorola, The Hyperfactory and Ogilvy went to work and with the support of soccer superstar David Beckham and Chinese chart-topper Jay Chow, to create the Motorola "Say Goodbye" campaign, which won the competition.
In the campaign, travelers and airport visitors were able to receive video messages from soccer star David Beckham and Chinese chart topper Jay Chow "Saying Goodbye" as well as being able to post their own farewell video messages on the big screens. They could interact with the digital displays using a variety of technologies; SMS, MMS, Mobile Video and Bluetooth—ensuring no mobile user was left out.
This is certainly a clever and innovative use incorporating self-broadcast and outdoor media. Similar to the Mini campaign, this one's another novelty—but it could certainly catch on, particularly at sports games where supporters could pay premium call rates to publish their mug shot for all to see. However, it would probably be a good idea to moderate incoming pictures, or we could see a new generation of streakers...
Posted on Friday, 11 April 2008 at 9:23 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/118