The Mercedes EQ series is an electric vehicle with cutting edge technology. Therefore the DOOH communication had to match that tech. We had a database of electric vehicle charging stations as well as our real time mobility data source to work out time of travel between a screen and the closest EV charging station.
The campaign would activate when the duration of travel would be below a certain length and if so, then include the duration in the creative (“it will take you 7 minutes to reach the nearest charging station which is at …”) after showing the EV charging station location(s) on a map.
This unprecedented campaign made it to the final of the AdExchanger Awards DOOH category.