Campaign conceptualised by M&C Saatchi Australia.
Car manufacturer Lexus has kicked off an outdoor campaign that tracks the brand of cars driving past, triggering a personalised message encouraging the driver to switch to a Lexus.
The “smart” billboards, installed across Australia at high traffic sites, have been programmed to identify the brand, model and colour of passing vehicles as well as weather and traffic conditions.
Once identified, the billboard flashes up with a message aimed at the driver – such as “Hey white Audi driver, it’s time to Crossover. This is the New Lexus NX” and “Hey black Merc driver, the heavens have opened. This is the new Lexus NX.”
The outdoor work
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