Vanity Plates Trumped By Vanity Billboards

Unexpected Nut shares their thoughts about the above personalization.

MINI relies on the rabid loyalty of their customers, so a campaign that is retention-based is a perfect fit. However, something of this whole thing smacks of a group of creatives in a room trying to “integrate” digital ideas, customer-centric messaging and good old fashioned Lite-Bright technology. The resultant execution simply looks like a highway construction sign bolted to a standard billboard.

The invite-only, opt-in campaign relies on the RFID chips present in MINI key fobs. According to Engadget, users select a custom message to be encoded on their RFID chip, and when they cruise near an overhanging MINI billboard, their particular message lights up for nearby motorists to see.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.