BMW has told Motoring Research its targeted billboard warranty adverts – which are claimed to use number plate registration technology to tailor public adverts to BMW drivers – do not actually draw upon vehicle warranty status.
Rather, only publically available information is used. “There is no personalisation visible on the advert and no vehicle or customer data is stored or retained.”
The new initiative was originally claimed to focus on BMW drivers with an expired new or Approved Used warranty. Owners will receive personalised messages on electronic roadside billboards highlighting the fact they no longer have a valid warranty.
They will be warned their vehicle is not covered for the cost of repairs, and invited to ‘consider purchasing a BMW Insured warranty online’.
The electronic billboards use Vehicle Detection Technology to pick out BMW owners with expired warranties.
They are to go live in key cities throughout the UK, located alongside traffic lights on major roads.
However, BMW has now insisted the billboards involved display a generic message “and will be shown to the majority of BMW models older than 35 months.
“No personal identifiable information applicable to GDPR is used in the [Vehicle Detection Technology] process nor does VDT ever have access to any personal data.”
Only owners sitting stationary at red traffic lights will be shown the tailored messages.
‘A memorable impression’
Steve Cann from BMW Financial Services said: “Our customers expect an elevated level of customer service and personalised digital marketing is just one way in which we can engage with them at this expected level.
“Tailored billboard messaging is a unique way of engaging with BMW owners outside of their homes that we hope will leave a memorable impression.”
Allianz Partners’ Liz Grindell insisted the campaign will be “an exciting opportunity to reach prospective customers on the move, during a time when physical interaction is restricted”.
No personal driver or vehicle data is stored by the electronic billboards, which are rolling out now in London, Birmingham, Manchester and Newcastle.
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