Oil company uses Chiswick Roundabout as pilot for new marketing method
A motor oil company has devised an innovative new method of marketing their product to motorists.
Thanks to some blue-sky, 'lets run it up the flagpole and see who salutes', 'push-the-envelope' thinking - as one motoring website aptly put it - Castrol is using Chiswick Roundabout as one of its pilot location to launch their new marketing scheme.
The oil company, which is a subsidiary of BP, will position cameras and blinking billboards by the side of the road and use them to flash oil suggestions at car drivers. The 'service' is so far only on trial and that will run for two weeks "or until some distracted driver loses control and smashes into one of the signs in question."
Thanks to some form of modern technology, Castrol are able to to search for vehicle details based on licence plates, specifically the make and model of car, and use that to decide which of their oils the driver should be using. Details of the oil will be displayed informing the driver of the most applicable formula.
The Chiswick site has been chosen as one of five areas where cameras will be sited because of 'slow moving traffic'. Drivers on Fulham Palace Road will also be able to avail themselves of the 'service.'
September 30, 2009