Last but not least: Big Poster is watching you
Until now, communication via billboards and poster spaces in Switzerland has been one-way. In the U.S., Mini is testing a personalized advertising approach on billboards—one that isn't entirely risk-free.
Up to now, communication with posters and billboards in Switzerland has only been one-way. With City Boomer, for example, passers-by can help shape the advertising message via cell phone. In Germany, billboards at 30 different locations are currently sending personalized advertising messages via Bluetooth to the cell phones of passers-by. Communication requires the cooperation of consumers. The car brand Mini is also testing this type of personalized advertising transmission on billboards in US cities. 1,000 Mini drivers invited by Mini to take part in the project have a radio chip dangling from their car keys, which registers the approaching driver with the billboard. As soon as the driver passes the billboard, the regular advertising changes to a personal message. The messages usually refer to driving habits: "There are bends so that they can be cut" is one of them. Whether the advertising message - aimed at the driving public - also appeals to the police remains to be seen. In any case, Advertising Week sees potential for success for Mini. After all, the message on the billboard could also read: "If you have an accident here, the nearest Mini dealer is 200 meters to the east".
