Renault recently launched a campaign in Bucharest Romania which weaves the price of the Zoe Electric Cars with the pollution levels in the city. The campaign makes sure that a Billboard reduces the Price of Renault’s Electric Cars every time the Pollution shoot up. This billboard does a real-time swap when the pollution levels of the city increase. The increase in the levels brings the cost of these cars down accordingly.

The news piece refers to the digital “DisCO2unt Billboard,” which was created by Publicis Romania.  Erected in the center of Bucharest this Billboard works according to the TomTom Traffic Index. Since this is one of the most polluted capitals in Europe and the most congested city on the European continent, this new initiative is targetted at people who buy fuel run cars at an excessive rate. The agency that runs the campaign targets Romanians who usually put off buying these electric cars due to their prices.

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This billboard placed in the center stage in Bucharest is connected to pollution sensors that are placed in areas with high traffic all over the city. An algorithm that is custom made for the entire campaign automatically brings the discounted price of the car to correspond to the levels of pollution in any given time and day. The higher the level of Air Pollution the lower the price reduces. The campaign has assigned a six-minute window to anyone who wants to claim the reduced price of these electric cars by using their smartphone for a request that directly goes to the dealership. 

A new promo video from Renault offers further information and shows the billboard in action. Watch as the Billboard Reduces the Price of Renault’s Electric Cars: