Earlier this year the government sounded the death knell of the internal combustion engine in the UK when it banned new petrol and diesel vehicles on UK roads from 2040. Some other countries have set more challenging deadlines (Norway, for example, has a target of 2025) and vehicle manufacturers have begun a stampede to go green. The impact on OOH / DOOH will be huge, so let’s consider two aspects.
In-car DOOH changes everything.
In-car DOOH changes everything.Electric cars are an innovation but autonomous vehicles are the revolution. Whether it’s a 30-minute commute or a one-hour trip, an autonomous journey will give users access to meaningful and curated content across a range of topics and media.
Without the worry of distracting drivers, DOOH advertisers will be able to create features rather than relying on viral ads aimed at those with a short attention span. It could also result in more sponsored content, such as short films that align with a brand’s values, or brands developing their own connected-car entertainment channels.
This, in turn, represents an unparalleled opportunity for the collection of data. The industry is already responding. Adobe has announced its entry into the car data analysis space, while BMW – whose autonomous hybrid fuelled i-Next car is scheduled for 2021 – has stated publically that it will never sell customers’ in-car data. A cynic might suggest that the difference between BMW using the data in a brand alliance and selling it on is merely semantics, but it is an interesting announcement nonetheless. Much like the cars, the DOOH landscape is changing.
Reborn to be wild about green energy?
Campaign strategies will need to be rethought.
Quite simply, electric cars are different. They are high quality vehicles with excellent acceleration but they make very little sound. And let’s not forget the two elephants in the room – range and recharging time. We think campaigns will focus on performance, green credentials and the dependability of the battery.
Earlier this year Tesla’s Model 3 broke the 300-mile barrier (albeit for $44,000) so actual driving time may be unaffected. Tesla drivers, incidentally, can use their free Supercharger Network and recharge to 80% capacity in around half an hour – a great selling point for the brand. A recharging station infrastructure for all electric cars is a distant dream but it needs to happen. The core challenges for advertisers will brand distinction and brand loyalty so early wins in electric car development are crucial.
Silence is Golden?
Car slogans re-imagined for the electric and autonomous future!
Go Further (if You Can) – Ford
Go beyond (your recommended battery range at your peril) – Land Rover
Any road. Any time. (Any idea where the nearest recharge unit is?) – BMW X3
Hand-built by robots. (And driven by them if you prefer.) – Fiat Strada
The (safest) drive of your life – Peugeot
The car in front is a Toyota (and they’re watching cartoons) – Toyota
Doc Brown was wide of the mark in the seventies cult movie ‘Back to the Future‘ when he said, “Where we’re going, we don’t need roads.” It turns out that, in the not too distant future, it’s drivers who will be obsolete!
All images are from our Campaign Library.