National campaign leverages first-party data, real-time advertising and contextual, dynamic creative to deliver precision targeting at scale
JOLT, Australia’s digital-out-of-home and electric vehicle charging network, has announced a media-first innovation, as part of a high-level strategic partnership with BMW, delivering the first-ever vehicle-triggered digital out-of-home (DOOH) ad takeover.
The Australian-first DOOH campaign, developed alongside media agency Atomic 212 and creative agency Scooter, leverages JOLT’s unique first-party data, real-time takeover advertising technology, and contextual, dynamic creative for precision targeting at scale.
Launching across JOLT’s broadcast DOOH network and in-app offering, the campaign pioneers a new approach to target EV drivers. When a non-BMW driver plugs into a JOLT charger, the entire DOOH screen is instantly taken over for two minutes with BMW creative, while the JOLT app simultaneously serves BMW video and display advertising.
Powered by JOLT’s proprietary Spark Intelligence platform, the campaign dynamically adapts BMW creative in real time based on weather and location, ensuring relevance at the moment of delivery.
The new campaign also capitalises on JOLT’s average 41-minute dwell time advantage, running the BMW creative for a continuous two minutes to capture driver attention when the charge initiates, and then on rotation thereafter.
BMW Group Australia General Manager of Marketing & Product, Alex Mclean, said: “BMW was looking for innovative ways to engage EV drivers, making JOLT a natural strategic partner. The BMW iX3 charges in half the time of many other EVs on the market – and that precision is exactly what makes this campaign so compelling.
“When a JOLT EV driver plugs in, we have a defined, distraction-free window to reach them with messaging that responds dynamically to their environment.
“The triggered delivery, the localised screen takeover, and the weather-responsive creative all tie back to the unique characteristics of the iX3. This is a market first in Australia, and a really exciting way to combine DOOH with digital precision, and we’re proud to be part of it.”
JOLT National Sales Director, Tim Debenham, said: “The technology that powers this partnership with BMW has not existed in-market before now. This is behavioural precision in a broadcast format, and no other operator in Australia can match this level of accuracy.
“For BMW, the campaign delivers precision, dwell time and exposure, at scale. The charging customer receives a one-to-one targeted message at the exact moment of attention, along with broadcast digital out-of-home exposure to audiences moving around our urban charger locations.
“BMW can target EV drivers who are in a purchase upgrade window – those people who are already committed to EVs and most likely to upgrade.”
The BMW ad takeover is now live across the JOLT network in Sydney, Melbourne, Brisbane and Adelaide.
