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Castrol uses digital billboards to target motorists through license plate scanning

September 23, 2009

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As part of a new advertising campaign in the United Kingdom, Castrol is launching an ad campaign that makes use of digital billboards and high speed cameras that scan motorists license plates, run them through a database and instantly tell them what the best oil for their car is.

The campaign was created by Ogilvy Advertising, which builds on Castrol's existing "Right Car, Right Service" campaign. Ogilvy will set up recognition cameras at five slow-moving traffic areas in London.
According to BrandRepublic.com, "The technology was provided by the Create division of digital billboard owner Clear Channel Outdoor. Media space on the billboards was bought by Mindshare."

After the camera scans the license plate, it runs the make and model through the Driver and Vehicle Licensing Agency (DVLA) database then suggests the right oil for the car on screen as it passes the digital billboard. The database search takes about two seconds. Each recommendation will be displayed for 7.5 seconds, and due to data protection, no registration plate data will be stored.

The five locations for the billboards are at:

Stamford Street in Blackfriars Vauxhall Cross in Lambeth Fulham Palace Road in Hammersmith The Chiswick roundabout in Hounslow Warwick Road in Kensington & Chelsea


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