8. Castrol Digital Billboards

Castrol - "Oilcam" demo at Vauxhall / Quentin Willson - (2009) 2:48 (UK)

Castrol launched yesterday an innovative digital advertising campaign, aimed at delivering tailored product messaging to drivers via Clear Channel Outdoor UK roadside digital billboards.
Branded ‘Right Oil Right Car’, the concept links roadside digital 48 sheets with Castrol’s oil selection service technology, giving passing drivers bespoke oil recommendations for their car. Camera technology, usually used for such purposes as the congestion charge or speed cameras, is positioned ahead of billboards to pick up passing cars’ registrations. The registrations then are matched to the make and model of car via Castrol’s access to the DVLA database, and deliver the correct oil recommendation for the vehicle on the digital billboard further down the road.
This technology allows, for the first time in the UK, a personalised billboard message. Taking less than two seconds from the camera registering a car’s number plate to the bespoke message appearing on screen, Castrol is able to provide over 200,000 drivers with the right oil for their car message over the two-week campaign duration. Bespoke adverts are each displayed for 7.5 seconds, and due to data protection, no registration plate data is stored.
The concept was created by Ogilvy Advertising, with media space and technology delivered by Clear Channel Outdoor’s Create division, and media buying by Mindshare.
The advertising runs at sites at five key arterial routes around London. The routes, with slow moving traffic, have been chosen to increase engagement due to traffic dwell times, and to ensure satisfactory health and safety regulations. The billboards are situated at:
• Blackfriars – Stamford Street
• Lambeth – Vauxhall Cross
• Hammersmith – Fulham Palace Road
• Hounslow – Chiswick roundabout
• Kensington & Chelsea – Warwick Road