Clever work from Coca-Cola Israel and local agency Gefen Team.
Following on with Coke’s personalised label campaign they created a smart phone app that allowed you to type in your own name and see it on interactive Coke billboards.
Using geo-fence technology, whenever they approached Coke billboards they received a message to their smartphones, notifying them that their name was on the digital billboard coming up.
Nice use of interactive billboards, not sure about the driving while on the phone side of it though.