Would you like to see personalized messages meant for you on a billboard just for driving the car that you happen to drive?
The company took over nine giant billboards along a fast-paced road in London and used them to send personalized messages to MINI drivers for a week. The campaign was a different take on the tradition of MINI drivers greeting each other on the road.
The messages were triggered by human spotters with iPads. The spotters were specially chosen for the task–they had to take an exam to prove that they could spot and name the make of a MINI from fifty paces out.
MINI drivers received messages like ’Hey grey Coupe, you look buff today, grrr,’ ‘Hello blue Mini driver,’ and ‘Who da man, you da man and your Countryman man.’ Each message was sent with pictures of the make and model of the MINI it was pertaining to.
Other drivers were given treats like a bacon sandwich, flowers, pastries or a full tank of gas. Others also appeared on ads in real time.
Watch the video about the campaign below.