Grand Seiko has broken new ground by becoming the first fine watch brand to use state-of-the-art vehicle detection technology in outdoor advertising.
The Japanese brand is running high-impact digital advertising on Ocean’s tri-screen property on Holland Park Roundabout, targeting consumers based on the vehicle they are driving.
Vehicle detection technology allows brands to serve highly personalised, real time content which is only triggered when a handpicked vehicle type is directly in sight of the digital screen.
Ocean’s pioneering technology allowed Seiko and Cream to build a set of targeting criteria which determines whether a consumer fits the target audience profile and is shown an advert for Grand Seiko, the brand’s most premium product range.
When a vehicle pulls up at the Holland Park Roundabout traffic lights opposite the screens, Ocean’s clever proprietary software detects the model, age and fuel type of the vehicle.
If any of these details match the predetermined criteria, the screens will display Grand Seiko creative.
Targeting criteria have been chosen to demonstrate affluence and a taste for innovation, important signifiers of Grand Seiko’s core audience.
The creative features Grand Seiko’s iconic Snowflake watch, powered by their unique Spring Drive technology.
Against a backdrop of traditional Japanese Bamboo, the advertisement acknowledges Seiko’s rich heritage while looking to the future of watchmaking.
Developed by Ocean, the technology does not store any personal driver or vehicle data.
Later this year, Seiko’s sports watch brand Prospex will utilise the same technology to identify sports and adventure cars, driven by consumers who fit the Prospex audience profile.