business news in context, analysis with attitude

by Kevin Coupe

Advertising Age reports that London drivers at the wheel of a Mini are finding that some billboards are directly targeting them.

Really directly. And really recognizing that customized marketing appeals that treat customers as individuals - rather than as part of a larger and more amorphous demographic group - can be enormously powerful.

According to the story, "As they pass digital screens along one of London's main roads, Mini drivers find simple, fun content aimed directly at them. Messages such as 'Hey Cream Mini, what's your secret?' and 'Hello blue Mini driver' flash up on giant screens, thanks to software that recognizes the Minis as they drive by."

In addition, the story says, "At gas stations along the way, Mini drivers are offered treats -- bacon sandwiches or smoothies in the morning and a tank of fuel or bunch of flowers on the journey home. Drivers can also choose to have their photo taken and displayed with a bespoke message as they approach the digital poster sites. The push is part of Mini's 'Not Normal' campaign, which celebrates the individuality of Mini drivers."

Blimey. That's an Eye-Opener.
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