The idea for "Churchie’s Drive-Thru Car Insurance", created by WCRS, won the 2016 Creative Techniques award in the annual digital creative competition run by Campaign and Ocean Outdoor that fosters innovation in digital out-of-home.
Now Ocean has helped bring the concept to life on its large format Holland Park roundabout tri-screen in West London.
Using a retro American drive-thru diner theme, Churchie interacts directly with drivers by serving them highly-targeted playful creative which is triggered by the make, model and colour of stationary vehicles as they wait at the traffic lights opposite.
Selected vehicles that stop will trigger one of more than 18,000 possible messages each day - from "Morning red convertible! Keep the wind in your hair with our free roadside assistance" to "Sporty turquoise Boxter, keep those wheel hots. Repairs guaranteed for 5 years." The ad will run from today (5 April) to 8 April.
"Cars are often a reflection of our personalities," said Ed Harland-Lang, head of marketing communications at Churchill. "The creation of Churchie’s Drive-Thru allows us to make our car insurance truly personal too."
Dino Burbidge, director of technology and innovation at WCRS, said: "Ocean’s vehicle recognition technology allows us to seamlessly achieve the marketing holy grail of ‘right location, right message, right time’ while demanding nothing more from the audience than stopping at the lights.
"It’s this ability to offer seamless yet hyper-targeted messaging that makes the Churchill Drive-Thru so effective."