Mini? Me?

Pushing one-to-one marketing to yet another level, innovative marketer Mini has launched a series of talking billboards.

The billboards identify Minis via  a coded radio signal embedded in the car's key fob.

"As drivers approach, a customized message flashes on the billboard. "Hi Jackie! Don't crash the car." comments Church of the Customer Blog.

"The messages are personal, based on questionnaires that owners filled out: “Mary, moving at the speed of justice,” if Mary is a lawyer, or “Mike, the special of the day is speed,” if Mike is a chef....

In addition to employment-related comments, the signs will affirm the driver’s favorite things about their car and driving habits (“Turns are made to be carved”), urge them to treat themselves to whatever customization feature is on their wish list (“You’ve earned your spoiler”) and wish them a happy birthday on the appropriate day. Since more than a third of Mini owners have named their cars [What?-Ed], the messages will sometimes refer to the car by name.

“People buy Minis because they really want to have more fun in their days,” said James L. McDowell, head of North American operations for the company, ...  “We want everything about our marketing to fit that.” - New York Times (who got the scoop).

Credit for the idea goes to local ad neighbors, Butter Shine and Fern (and we all wondered how well they'd pick up the reins from Crispy).