This RFID-Enabled Billboard Displays Cost Of A New Audi Based On Collected Trade-In Value
Some people might interpret this as an invasion of privacy. Others might appreciate that they’d have to take one less step when considering the purchase of a new car. Working with Audi in Brazil, AlmapBBDO Sao Paulo created the Audi Instant Valuation Billboard.
The agency had an Audi employee valuate cars parked in public spaces. The employee would register the model, year and value of the vehicle on a tablet. A flyer with an RFID tag was placed on each car’s back window. The tag stored all the information collected by the Audi employee. As the vehicle approached a sensor near the exit of the garage, the computer would identify all the data registered in the RFID tag and immediately display
customized payment conditions for that driver and the address of an Audi dealership.
In one sense, it’s a bit creepy. In another, it’s a marvel of technology and simplicity. And in a third sense, it’s a really helpful thing for a brand to do. It might be self-serving but, then again, isn’t all marketing?
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