Are MINI owners really so vain that we need validation every time we drive down the Mass Pike? Yes, apparently we are.
MINI is trying something… different… with their new billboard ads - personalization. Yup, your name in 24″ high, low-resolution letters. By capitalizing on the RFID chips already present in MINI key fobs, an invite-only, opt-in program will display a personalized message to participants as they drive by the billboard.
MINI relies on the rabid loyalty of their customers, so a campaign that is retention-based is a perfect fit. However, something of this whole thing smacks of a group of creatives in a room trying to “integrate” digital ideas, customer-centric messaging and good old fashioned Lite-Bright technology. The resultant execution simply looks like a highway construction sign bolted to a standard billboard.
Maybe it’s better at night…
January 30th, 2007 at 6:58 pm
This feels like someone took the scene out of Minority Report where Cruise is running through a mall and gets custom holographic talking ads projected at him - and remade it with stop-motion animation using cardboard cutouts.
Other than that, the MINI billboard idea is on track to the future! Although I know I don’t want any ad to ID me. It’s good they’re doing it as opt-in.