OOH is generally seen as a mass reach vehicle and for that reason it is typically used to create broad awareness to support major car launches. We wanted to approach OOH differently, and allow consumers to not only “see” the OOH but “engage” with it in a truly unexpected way.

Further, we wanted the OOH to breakthrough to owners of the top competitors who were stealing share from Malibu, in order to reintroduce the brand and drive consideration for the all-new Malibu.

Chevrolet Malibu brought Vehicle Recognition Technology to life for the first time in the US as a way to break through the “sea of sameness” and communicate directly to consumers based on the car being driven.

Full market/ location evaluations were conducted to understand the optimal areas and positioning for execution. New York, Dallas and Chicago DMAs were selected for this effort given alignment with Malibu priority markets and inventory availability on high traffic arteries meeting criteria (consecutive sites approximately 1000 feet apart). Camera technology and software was tested for months prior to certify a level of confidence in the data collection. The result was the ability for Chevrolet Malibu to deliver a personalized message to competitive vehicles driving past billboards!

Brand studies proved that OOH exposure resulted in 27% lift in foot traffic to dealerships (equating to an additional 367k visits).

Our personalized vehicle-detection strategy was a success. Drivers found them “surprising”…“innovative”…“relevant”…“interactive.” The campaign received positive press in the Chicago Tribune, Ad Age, Screen Media Daily, Digital Signage Today and Daily DOOH.

They were 50% more likely to recall their personalized ad, and more likely to go online to look for info on the all-new Chevrolet Malibu.