Renault pioneers vehicle recognition technology

Renault UK has unveiled an innovative advertising campaign for the All-New Renault Mégane through the use of pioneering vehicle recognition technology.

Developed and tested over the past 12 months by Digital Out-Of-Home (DOOH) advertising specialists Ocean, the vehicle recognition technology will be used for the first time at its Holland Park Roundabout location in West London. The campaign, featuring the French car brand’s all-new compact family hatchback, is based on the popular car journey game, I-Spy.

The vehicle recognition technology uses cameras positioned at DOOH sites facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers messages based on specific audience demographics and data relevant to that vehicle.

The state-of-the-art vehicle recognition technology activates when a specific vehicle is stationary at the location, allowing the messages to be displayed in real-time. All vehicle details are matched with an anonymised vehicle specification database that does not store or record any personal data.

Colette Casey, brand communications manager, Renault UK, said, ‘The technology really pushes the boundaries, enabling us to showcase the All-New Mégane in an engaging and unique way versus the rest of our extensive outdoor campaigns. Our aspirations are not only about showing a stylish image of the All-New Mégane, but to speak to customers in a fun and friendly way which we are doing through one of the UK’s most popular car journey games –  I Spy. What is also particularly clever about vehicle recognition technology is that it allows us to speak directly to drivers, something we haven’t been able to do before in roadside out of home advertising.’

This innovative UK-first draws parallels with the technologically advanced All-New Mégane, bringing a number of unique features to the compact family car segment for the first time, such as Multi-Sense vehicle personalisation, an 8.7-inch portrait touchscreen infotainment system, Launch Control, Multi-Change gearshift and the unique-in-class 4Control four-wheel steering.