Toyota Uses Programmatic OOH In Turkey To Spread The Word On Hybrid Cars

By Sara Shaw • December 14, 2018

Toyota needed to put out a wide-reaching message to raise awareness about its hybrid vehicles in Turkey, a market where the concept is new and not widely adopted. To do so, it turned to the broadest reach medium there is: out of home (OOH). The campaign, which ran on roadside digital billboards in Istanbul, used real-time data feeds around traffic patterns, fuel consumption, noise levels and currency exchange rates to trigger dynamic creative. The data allowed Toyota to display relevant creative messages while highlighting the unique features of the hybrid engine. When there’s a traffic jam, for example, Toyota displays a traffic map while highlighting the hybrid motor’s low fuel consumption capabilities.

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