he BMW-owned Mini Cooper brand of cars is advertising on billboards which address Mini Cooper drivers by name. The project is being carried out in association with Butler, Shine, Stern and Partners, a San Francisco agency.

RFID (Radio Frequency Identification) technology is used to detect about 1,000 cars of volunteers. The cars have chips installed in them. Details collected earlier through a questionnaire are then used to generate extremely personalised messages. ... more