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BY KATIE - MYGREENPOD, 26 March '17
Toyota’s latest campaign uses billboards fitted with air-purifying technology
Toyota Mirai’s customers care about the air – their vehicles emit nothing but water vapour. Now, the fuel cell car’s newest campaign will feature a series of ‘eco-billboards’ that will help Californians breathe even easier.
Tackling nitrogen dioxide
From 03 April to 28 May, 37 billboards in Los Angeles and San Francisco will create 24,960 square feet of pollution-scrubbing surface and reverse the equivalent of 5,285 vehicles worth of nitrogen dioxide (NOx) emissions per month. NOx is a key ingredient in acid rain and smog.
This ‘catalytic converter’ of billboards uses a titanium dioxide-coated vinyl to purify the surrounding air. When oxygen reacts with the energised titanium dioxide catalyst, NOx is converted to nitrate and removed from the air.
The light-activated, smog-reducing billboards will continue to purify the air as long as light, humidity, airflow and the titanium dioxide coating are present.
‘When Clear Channel Outdoor Americas brought us the opportunity, we saw it as a perfect match. This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise.’
Advanced technology general manager, Toyota Motor North America, Inc.
A US first
PURETi Group, LLC developed the titanium dioxide coating technology used on the eco-billboards, and Clear Channel Outdoor Americas has exclusive usage rights in the outdoor advertising category.
‘This campaign marks a US first for the use of this technology on Out-of-Home (OOH) media campaigns, and we look forward to making it available to other like-minded advertisers.’
Executive vice president and senior regional president, Clear Channel Outdoor Americas
Toyota highlighted the eco-billboard campaign during the first Environmental Media Association Impact Summit in Beverly Hills, Calif. A Mirai hydrogen fuel cell vehicle, wrapped with the titanium dioxide coated vinyl, purified the air as guests entered the event.