If you are not charging an electric BMW, the brand will show you its advertising while you charge your vehicle. That is the strategy that the automobile company has implemented in Australia together with the electric charger company Jolt, in which it is presented as the first digital outdoor advertising campaign activated by vehicle in the country.
As explained by Jolt, whose mupi-style chargers include digital screens to display advertisements, the initiative uses real-time data to offer messages aimed at drivers who do not own a BMW car when they charge their vehicles at the company’s stations. This is a pioneering approach to impact electric vehicle drivers and, specifically, promote the BMW iX3 model.
The campaign also contextualizes in-app advertising
In this sense, when a driver who does not own a BMW connects his vehicle to a Jolt charger, the charger’s screen instantly fills for two minutes with BMW advertising, while the Jolt app simultaneously displays BMW video and display ads. Additionally, leveraging the company’s own data, the campaign adapts creatives in real time based on weather and location, ensuring their relevance at the time of upload.
“For brands, loading is one of the few moments when a customer has the time and attention to truly get involved.“, they comment from Jolt through LinkedIn. “When an eligible EV driver plugs in, BMW’s creativity is revealed. The result is the reach of DOOH combined with the context and precision of digital. Media is built around a moment with the customer, not just a location”.
As shared by Jolt in a statement, the campaign takes advantage of the average dwell time of users during charging, which in the case of the company’s chargers is 41 minutes. In this sense, BMW advertising is displayed at the beginning of charging to capture the driver’s attention, and is repeated on a rotating basis during the charging process.
The campaign has been developed alongside creative agency Scooter and media agency Atomic 212, and has been activated across Jolt’s charger network in Sydney, Melbourne, Brisbane and Adelaide.
“When an electric vehicle driver connects, we have a defined, distraction-free time window to reach them with messages that dynamically respond to their surroundings.“commented Alex Mclean, General Manager of Marketing and Product, BMW Group Australia. “Automated delivery, screen customization based on location and creative tailored to weather conditions relate to the unique features of the iX3. This is a first for the Australian market and a really exciting way to combine digital out-of-home advertising with digital precision, and we’re proud to be a part of it”.
“For BMW, the campaign offers precision, dwell time and exposure on a large scale. The customer who charges their vehicle receives a personalized message at the precise moment of their attention, along with external digital exposure to audiences that move through our urban charging stations.“; stated, for his part, Tim Debenham, National Sales Director of Jolt. “BMW can target EV drivers who are in the opportune time to upgrade their vehicle: those who are already committed to EVs and are most likely to upgrade their model”.
