New Nissan LEAF digital ads scan number plates to warn drivers about emission charges

TBWA\London and MGOMD have created a tech and data-driven campaign for Nissan that highlights how the brand’s 100% electric vehicle, the Nissan LEAF, is exempt from London’s impending ULEZ (Ultra Low Emission Zone) charge.

The campaign uses the latest DOOH (Digital Out of Home) technology with ANPR (Automatic Number Plate Recognition) at congested traffic light locations like Gypsy Corner, Finchley Road and Holland Park in central London.

The intelligent technology detects the make, model and colour of vehicles waiting at the lights, and shows messages in real-time to those drivers who will incur a charge if they enter the new ULEZ zone from April 8th

Nissan Leaf 3.Zero e+ (Image: Nissan)

Nissan Leaf 3.Zero e+ (Image: Nissan)

The messages are served with pinpoint accuracy, delivering zero wastage. The vehicle detection technology for the screens, developed by Ocean, does not store any personal driver or vehicle data.

Drivers will then see a screen presentation of the charge they can face. For example, the screen could show messages like ‘You could save up to £24 a day on the ULEZ and Congestion charge’ or ‘For an electric car, it’s not too keen on charges.’

If the driver is already in a Nissan LEAF the copy congratulates them on avoiding the charge by being #ULEZready.

Read more: Prolific London

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