Proud MINI owners were rewarded as valued customers of the car marque this month, with a roadside campaign across the Cromwell Road Digital Gateway that delivered real-time tailored messages acknowledging drivers as they travelled past. 
Booked by outdoor agencies Vizeum and Posterscope, the digital screens were injected with creativity by Iris and KoffeePot, working as part of the 'Not Normal' MINI strapline. Vizeum MD, Richard Morris, described it as a "groundbreaking campaign that harnesses pioneering technologies to entertain MINI customers and commuters", explaining how they wanted to maximise the potential of outdoor advertising in order to engage with the "incredibly creative" MINI community.In place from the 26th August across this major central London location, the campaign content was triggered by a team of MINI spotters, with a further interactive component introduced on the 29th that offered drivers the chance to collect a treat from specific nearby service stations. These ranged from a bacon sandwich or smoothie to a full tank of fuel.
Ann Inglese, national communications manager at MINI, said:
"Our 'Not Normal' campaign is all about celebrating the unique and inventive spirit of MINI drivers and saluting them. The integrated agency team have delivered a fantastic way to bring this to life on the outbound stretch of the Cromwell Road, using new technology to tailor fun, cheeky messages for our drivers."