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What better way to get the attention of potential visitors to a destination than when they are stuck behind a wheel in road traffic, at one of London’s busy junctions?

Sure, outdoor ads have been sited next to such hotspots all around the world for decades.

But what if the creative on the ad changes depending on the type of driver in the vehicle?

That’s the idea behind a new campaign from Bermuda Tourism, after it teamed up with the Media Agency Group to come up with a way of getting eyeballs on a new promotion for the Caribbean island.

When drivers are held at traffic lights that are controlling the junction in West London, a camera on the billboard scans the number (license) plate on the vehicle.

It then instantly identifies the make and model of the car and changes the digital display of the ad to, basically, reflect the apparent wealth of the driver.