1. Brief
Volkswagen and Zipcar used dynamic DOOH to promote their recent partnership. ZipWagen provided Golf GTE plug-in Hybrids across London to allow city goers to experience sustainable city driving, without the complication of car ownership.
2. Response
GV produced an agile and reactive campaign delivering messages targeted to the location of each screen. OpenLoop updated campaign creative based on live updates on traffic, weather and any other events that may affect journey times.
3. Results
The campaign was live from July 4th-17th across 4 different media owners. Through the use of real-time messaging at a local level, the ZipWagen campaign harnessed the context effect to increase effectiveness.
