JOLT, Australia’s digital out-of-home (DOOH) and electric vehicle charging network, has partnered with BMW to deliver the country’s first vehicle-triggered DOOH ad takeover, live across Sydney, Melbourne, Brisbane, and Adelaide.
Developed with media agency Atomic 212 and creative agency Scooter, the campaign activates when a non-BMW driver plugs into a JOLT charger, triggering an immediate two-minute BMW screen takeover across JOLT’s broadcast DOOH network while simultaneously serving BMW video and display advertising through the JOLT app.
The campaign is powered by JOLT’s proprietary Spark Intelligence platform, which adapts creative in real time based on weather and location. It also capitalises on JOLT’s average 41-minute dwell time, running BMW creative continuously for two minutes at charge initiation before rotating thereafter.
Targeting drivers at the moment of attention
Alex Mclean, general manager of marketing and product at BMW Group Australia, said the partnership was designed to reach EV drivers at a defined, distraction-free moment.
“When a JOLT EV driver plugs in, we have a defined, distraction-free window to reach them with messaging that responds dynamically to their environment,” Mclean said.
“The triggered delivery, the localised screen takeover, and the weather-responsive creative all tie back to the unique characteristics of the iX3. This is a market first in Australia, and a really exciting way to combine DOOH with digital precision.”
Tim Debenham, national sales director at JOLT, said the technology behind the campaign is without precedent in the Australian market. “This is behavioural precision in a broadcast format, and no other operator in Australia can match this level of accuracy,” Debenham said.
“BMW can target EV drivers who are in a purchase upgrade window – those people who are already committed to EVs and most likely to upgrade.”
JOLT operates across five international markets and acquired the Volta Media Network in the US in January 2026, strengthening its position as the world’s largest integrated charging and media network.