Volkswagen will advertise its traffic jam assistant specifically where traffic often gets stuck. The Out of Home campaign is based on traffic flow data. VW is working with PHD Germany and Areasolutions on this campaign.
Volkswagen’s new Out of Home campaign combines digital data analysis with analogue billboard advertising. The carmaker advertises its ‘congestion assistants’ using traffic flow data in congested situations.
Customers are thus more receptive to the message, which increases their impact. The campaign starts this week in Wolfsburg and Hamburg and for the first time uses detailed transaction data for the selection of advertising space.
Evaluation of traffic flow data
Vital for this type of communication is precise traffic flow data. This is generated anonymously from navigation systems and mobile networks. Using this data, road sections with high congestion potential are identified and corresponding advertising spaces along the routes selected.
The congestion assistant in this case offers the right solution for an annoying problem.
If traffic slows, the traffic jam assistant takes over
Jörn Hartig, Head of Marketing Communication Germany at Volkswagen, says: “The smart use of transaction data in the out-of-home area is a new step in communication with our target group. Support for a relaxed onward journey is everyone’s wish in a traffic jam. And that’s exactly where we start with our message.”
Andreas Michelbrink , Director of Activation Out of Home at PHD Germany, adds: “We, and our colleagues at Areasolutions, are convinced that a situational approach has an increasing impact on communication. The message has its highest weight and is therefore the most credible. We are delighted to be bringing a real first-mover on the road with Volkswagen.”