Kwik Fit Brings Laughter to UK’s Roadside Drivers

Kwik Fit’s “Road Happy” OOH campaign uses data-driven jokes to entertain drivers and promote road safety across six UK cities.

Personalized Jokes While You Wait

Developed by VCCP, this campaign uses Ocean Outdoor vehicle recognition technology to deliver personalized jokes to drivers stuck in traffic. As vehicles queue at red lights, the system detects car details like make, model, color, or fuel type and then delivers a relevant, lighthearted message in real time.

A few of our favorites:

"Hey you in the Italian car. Why should you always use a sat nav? Because otherwise you’ll just Rome around."
"Hey, driver in the white car. Why does it cost so much to put air in a tyre? Inflation!"
"Hey cab driver. What’s worse than raining cats and dogs? Hailing taxis!"

The creative twist is clear: happy drivers are safer drivers.

Strategic Rollout Across the UK

The campaign is live in six key locations equipped with Ocean’s vehicle recognition screens:

London – Holland Park Roundabout, Gypsy Corner
Birmingham – Bullring South
Manchester – Princess Road
Newcastle – The Screen on the Tyne
Southampton – The Screen on West Quay

Each location runs the campaign until 6,000 plays are reached, ensuring a wide reach and daily impact.

Smart Advertising Meets Public Good

By injecting humor into everyday traffic, Kwik Fit transforms frustration into joy. It’s an excellent example of how brands can use DOOH technology to create memorable, context-aware experiences that resonate with their audience.

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Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
Affordable for all: We offer options that fit all budgets and types of businesses.
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Written by: Zanni GA. · Reviewed by: BM Outdoor Editorial

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