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Roadside Shell billboard delivers fuel ads personalised by car model

Shell Malaysia unveils an interactive billboard to attract new customers / Shell

Shell Malaysia has unveiled a billboard that identifies the cars driving by and urges them to give its fuel a try with a personalised message.

The Shell V-Power digital billboard is programmed to spot cars passing through Jalan Maarof in Malaysia from a video feed. These cars are then identified based on the car’s brand and are 'called out' by the billboard when the car is stationary.

According to head of retail marketing of Shell Malaysia, Chung Ai Kee, the digital billboard is an opportunity to reach out to drivers who seek better performance.

He added: “We often find ways to engage personally with consumers, this new technology enables us to engage in an interactive and fun manner. Through this digital billboard, we gave Shell V-Power a voice to reach out to the different drivers and to personalise the messages according to the car brands. We hope the drivers will enjoy the little surprise during their drive, and hopefully they now have a reason to find out more about Shell V-Power."

Maaz Khan, business director from MediaCom Malaysia said: “Application of technology in advertising is always fascinating, especially when integrated on a medium historically considered offline.

"With this execution for Shell, we used Machine Learning to deliver customised advertisements to motorists based on their car brand in real-time. By doing so, we utilised the precision and personalisation of digital mediums, while having the scale offered by OOH”.

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