An Audi employee collected information such as make, model, year and market value of parked cars. (Through the Vehicle Identification Number printed on the windshield, this information, including the year, is easily identifiable).

The data was then stored on an RFID tag, which was placed along with a flyer on the back window of the car. When exiting the parking lot, an antenna would read the data and a personalized offer would appear for that particular driver on the billboard, along with the address of a nearby participating Audi dealership.

In just one month, the billboard valuated 6 times more vehicles than the average Audi dealership using its traditional methods (where owners spontaneously take their cars for valuations).

During the week the action took place, the number of customers visiting Audi dealers went up by 45%.