To tie in with the launch of the Mitsubishi Outlander PHEV, its first four-wheel drive hybrid car,JCDecaux has provided station-specific advertising to commuters around central London.

The campaign includes targeted billboards, visible in select train stations and created with JCDecaux's Print IQ personalisation technology, which the media owner claims is up to eight times cheaper than traditional paper printing techniques for out-of-home.

"We are using Print IQ as part of a multi-channel integrated launch campaign for Mitsubishi’s Outlander PHEV," states Kate Woodward, general manager of communications at Mitsubishi Motors UK. "It's the first time that we have used Print IQ and so far we have been very impressed with the flexible messaging that the platform can offer."

"Print IQ has allowed us to serve up highly personal messages to a highly localised audience," comments Mike Leeson, managing director of Golley Slater, the creative agency behind the localised advertising copy. "It's a bit like running a direct marketing campaign using out-of-home."