TomTom’s Traffic Alert Ads

Gail Chiasson, North American Editor

TomTom, leading navigation solutions provider, is using digital Out-of-Home to broadcast its HD Traffic information on key sites across London, running on more than 30 LED 48-sheets with each site carrying information localized to each LED’s location.

Since Nov. 22/10, motorists using some of the capital’s busiest roads have been seeing the digital billboard sites running live alerts of local traffic jams to help them avoid delays. A second wave will begin Dec.6.

Static ads are also running nationwide on 48 sheets and backlit 96 sheets as well as on Manchester and Kensington’s City Gateway screens and Liverpool’s Media Wall.

Major arterial routes and known traffic hotspots are being targeted in a bid to reach the TomTom brand’s audience.

The campaign, planned and bought by Kinetic and MEC, also includes radio, print and online activity.

The streamed information aims at driving awareness of the TomTom brand and of HD Traffic. TomTom HD Traffic is a highly sophisticated system that monitors all roads, including the smaller ones, in real time. The traffic information it displays is always the most up-to-date, because it anonymously monitors movements of mobile phones in cars. This, combined with the movements of other TomTom LIVE devices on the road, and government traffic data, creates an intensely accurate picture of how traffic is moving. It refreshes its data every two minutes, which is up to seven times more often than other systems.

Kinetic is a global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. A NewCo company, fully owned by WPP, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals. Kinetic is traditionally an Out-of-Home media agency and, in addition, today delivers wide-ranging specialist expertise through its complementary service divisions including Joule, Aviator, Target Health, Destination Media Group, Kinetic People, Meta, ALCANCE, Zone and Hi Rezz. Kinetic employs over 800 professionals across 42 offices. The agency has global billings of US$4.4bn.

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