Skoda India moves beyond traditional outdoor, embraces 'programmatic OOH'

Car brand Skoda India, in association with PHD Media, has roped in Brandscope India to launch a real-time programmatically propelled digital out-of-home (DOOH) campaign with Rooh.

Rooh is a service that’s been created by Posterscope to enhance digital OOH media. It’s a platform that is used by multiple in-house outdoor agencies of DAN such as Posterscope, Brandscope, hyperspace, etc. Rooh sets the trend of making DOOH ‘truly digital and intelligent’ through ML-AI based Algorithms.

The campaign serves ads based on vehicle recognition in real time with the help of intelligent ML-AI algorithms for the very first time in India.

Overall, 95,760 seconds of airtime was served daily specifically for Skoda during this campaign by triggering personalised content on impersonalised media in real-time using unique programmatic capabilities brought in by Rooh.

Traditional out-of-home advertising, which is either static or pre-set to rotationally run on digital screens, may be overlooked by frequent passers-by, hence Skoda and the Brandscope’s DOOH experts created a campaign that targets travellers in the moment by tapping into the consumers’ real-time emotional needs and desires. As part of the process, Rooh identified ML-AI-based computer vision as the hero method to bring this one-of-a-kind experience to OOH. The tool mapped the exteriors of each Skoda carline and leveraged intelligent algorithms to serve contextually relevant messages on recognition of the mapped Skoda vehicles, respectively.

Tarun Jha

Commenting on the campaign, Tarun Jha, Head of Marketing and Product, Skoda Auto India Pvt. Ltd, said, “With this campaign, we wanted to surprise our existing valuable consumers and create brand awareness among our potential consumers. We believe in pushing boundaries with every campaign and believe this activity did just that.”

Speaking on the association, Jyoti Kumar Bansal, CEO, PHD Media India, said, “Challenging the normal has been PHD’s unique answer to Skoda’s Simply Clever DNA. Leveraging technology to deliver a contextualised experience to Skoda customers’ out-of-home, we are creating new benchmarks for the category.”

Deepak Kumar

Speaking on the campaign, Deepak Kumar, EVP, ROOH, said, “Skoda as a brand has been at the forefront of pioneering breakthrough initiatives driven by PHD that has successfully engaged the audiences. Secondly, the automobile giant has a plethora of variants, so creating multiple billboards at prominent locations would easily surpass the budget. Hence, to create an engaging yet innovative campaign within budgets, we planned for DOOH at key traffic congregation points. The locations were chosen through Brandscope’s proprietary tool OOH Zone while Rooh helped identifying the right DOOH.”

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