ŠKODA India moves beyond traditional outdoor with programmatic OOH

ŠKODA Auto, in association with PHD Media, roped in Brandscope India to launch a real-time programmatic OOH campaign with ROOH.

The campaign leveraged DOOH to serve ads based on vehicle recognition in real-time with the help of intelligent ML-AI algorithms for the very first time in India.

Traditional Out of Home advertising, which is either static or pre-set to rotationally run on digital screens may be overlooked by frequent passers-by, hence ŠKODA and the DOOH experts created a campaign that targets travellers at the moment by tapping into the consumers’ real-time emotional needs and desires. As part of the process, we identified ML-AI based computer vision as the hero method to bring this one-of-a-kind experience to OOH. The tool mapped the exteriors of each ŠKODA carline and leveraged intelligent algorithms to serve contextually relevant messages on recognition of the mapped ŠKODA vehicles respectively.

When a ŠKODA car is not in the vicinity of the billboard, the digital hoarding will play non-ŠKODA advertisements.

However, when aŠKODA model arrives, the hoarding will display the brand’s advertisement.

Commenting on the campaign, Tarun Jha – Head of Marketing and Product, ŠKODA Auto India Pvt. Ltd. Said, “ŠKODA is a human brand and in all our communication, we try to bring a unique experience which our consumers can relate to better. With this campaign, we wanted to surprise our existing valuable consumers and create brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and believe that this activity did just that.”

Speaking on the association, Jyoti Kumar Bansal, CEO, PHD Media India said, “Challenging the normal has been PHD’s unique answer to ŠKODA’s Simply Clever DNA. Leveraging technology to deliver a contextualised experience to ŠKODA customers out of home, we are creating new benchmarks for the category.”

Speaking on the campaign, Deepak Kumar, EVP – ROOH Said, “ŠKODA as a brand has been at the forefront of pioneering breakthrough initiatives driven by PHD that has successfully engaged the audiences. Secondly, the automobile giant has a plethora of variants, so creating multiple billboards at prominent locations would easily surpass the budget. Hence to create an engaging yet innovative campaign within budgets, we planned for DOOH at key traffic congregation points. The locations were chosen through Brandscope’s proprietary tool OOHZone while ROOH helped to identify the right DOOH.”

Overall 95,760 seconds of airtime was served every day specifically for ŠKODA during this campaign by triggering-off personalized content on impersonalized media in real-time using unique programmatic capabilities brought-in by ROOH.



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