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.