Advertising can be an extremely effective tool when used properly and it looks like Renault has played a trump card with its latest ad campaign. What exactly is it though? Well it uses digital billboards that recognises what cars are passing by. Don't worry though, it shouldn't prove to be as a distraction as it will read cars when they are stationary at the traffic lights located at the Holland Park roundabout.
The system has been developed over the past 12 months with the help of advertising specialists Ocean as part of the advertising campaign for the all-new Megane. The innovative system uses number plate recognition to identify the car's make, model and colour - it will then deliver a personal message to the driver and passengers based on specific audience demographics and data relevant to that vehicle.
Colette Casey, Brand Communications Manager, Renault UK, said: “The technology really pushes the boundaries, enabling us to showcase the All-New Mégane in an engaging and unique way versus the rest of our extensive outdoor campaigns.
"Our aspirations are not only about showing a stylish image of the All-New Mégane, but to speak to customers in a fun and friendly way which we are doing through one of the UK’s most popular car journey games – I Spy.
"What is also particularly clever about vehicle recognition technology is that it allows us to speak directly to drivers, something we haven’t been able to do before in roadside out of home advertising.”
The system is now live and kicking so if you're in the area, give it a go, who knows what it might say!