Innovative ad campaign for new Renault Mégane

Renault has unveiled an innovative advertising campaign for
the All-New Renault Mégane by targeting drivers,
whilst stationary at traffic lights, with customised messages using pioneering
vehicle recognition technology.
I-Spy
The unique campaign, featuring the French car brand’s all-new compact family hatchback, is based on
the popular car journey game, I-Spy.
Cameras
The vehicle recognition technology uses cameras facing
stationary traffic to identify the make, model and colour of vehicles from
their number plates and then serves the driver and passengers messages based on
specific audience demographics and data relevant to that vehicle.
Real-Time
The state-of-the-art vehicle recognition technology
activates when a specific vehicle is stationary at the location, allowing the
messages to be displayed in real-time. All vehicle details are matched with an
anonymised vehicle specification database that does not store or record any
personal data.
Engaging
Colette Casey, of 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.”