You in the white SUV ... Wanna buy a Lexus?

In Australia, a billboard campaign gets smart with drivers

AUSTRALIA — In a technology-enabled OOH campaign through M&C Saatchi, cheeky billboards in Australia are asking individual drivers of vehicles from Audi, Range Rover and Mercedes to consider a new Lexus instead.

Working on behalf of Lexus Australia, M&C Saatchi in collaboration with APN Outdoor and TMS interactive set up the billboards at high-traffic locations in Sydney, Melbourne, Brisbane, Adelaide and Perth.

The billboards use cameras and an image-recognition database to identify the make, model and color of approaching cars in order to deliver personalized messages such as "Hey, white Audi driver, it’s time to Crossover. This is the New Lexus NX."

The system also incorporates real-world factors such as weather conditions to craft messages such as, "Hey black Merc driver, the heavens have opened. This is the new Lexus NX." Each billboard has 80 different message configurations, according to M&C Saatchi.

According to Adrian Weimers, Lexus Australia corporate manager, sales and operations, "Smart out-of-home aligns perfectly to our new messaging. Our job doesn't simply start with telling everyone ‘This is the New Lexus,’ it's also about how we say it. Using innovative technology such as this activation helps us to further reinforce that there is a change at Lexus."

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