The auto brand has created a series of billboard advertisements that can change in bad weather or when drivers are stuck in traffic

A new series of Audi advertisements placed up on a highway in the U.K. change based on environmental conditions. The billboards alter themselves depending on the area’s driving, weather and time conditions, which the screens detect through a series of sensors.

For example, drivers may see an advertisement pop up about Audi’s all-wheel drive technology during a storm. While it may not influence the driver to immediately go buy an Audi product, it could influence them in the future when they think about a new item they need to purchase for their vehicle. Audi has the advertisements set up across nine different cities on 211 screens.

This marketing campaign was set up in cooperation with global advertising company BBH London and was produced by production technology company Grand Visual.

Audi | BBH London | Grand Visual

A new series of Audi advertisements placed up on a highway in the U.K. change based on environmental conditions. The billboards alter themselves depending on the area’s driving, weather and time conditions, which the screens detect through a series of sensors.

For example, drivers may see an advertisement pop up about Audi’s all-wheel drive technology during a storm. While it may not influence the driver to immediately go buy an Audi product, it could influence them in the future when they think about a new item they need to purchase for their vehicle. Audi has the advertisements set up across nine different cities on 211 screens.