Australia’s most sophisticated and interactive smart billboards go live today in a ground-breaking outdoor extension of the ‘This is the New Lexus’ campaign via M&C Saatchi in a collaboration with APN Outdoor and TMS.
From today (Monday 19 January), the specifically engineered smart billboards will begin operating at key high traffic sites* in Sydney, Melbourne, Brisbane, Adelaide and Perth.
In an unrivalled execution anywhere in the world, the billboards identify the brand, model and colour of passing vehicles to trigger a personal and playful message to drivers via the digital display, such as “Hey white Audi driver, it’s time to Crossover. This is the New Lexus NX.”
The format also tailors tactical messages based on other variables such as time of day, weather and traffic conditions to generate messages such as: “Hey black Merc driver, the heavens have opened. This is the new Lexus NX.”
The activation features more than 80 different configurations of dynamic messaging in each of the five sites.
Each billboard has a series of cameras on high rotation that capture all passing traffic. The images are sent to the APN Outdoor Classifier, a bespoke, hi-tech device that matches them to its large database of vehicles makes, models and colours in addition to the other variables.
Lexus Australia Corporate Manager – Sales and Operations Adrian Weimers said: “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.”
APN Outdoor CEO Richard Herring said: “As the leaders in digital outdoor, we are very proud to be collaborating on such a creative execution. This campaign is an excellent example of the opportunities available to advertisers via our Elite Screen network and the market can continue to expect more cutting-edge executions like this from us in 2015.”
TMS Head of Investment Luke Hutchinson said: “This was a dynamic new approach for Lexus brand messaging and media-channel innovation.”
M&C Saatchi Executive Creative Director Ben Welsh called the smart billboards “direct messaging on steroids”.
“It’s quite epic to have a 42 square metre billboard having a chat to you as you drive past. It was an ambitious idea that Lexus really went for, brilliantly brought to life by APN Outdoor and TMS.”
In June 2014 Lexus appointed M&C Saatchi to a full brand and retail remit following a pitch.
*The smart billboards went live on 19 January at the following premium sites in each mainland state capital:
- Sydney Domestic Airport, Entry Gantry
- Melbourne, Kew Junction
- Brisbane, King George Square
- Adelaide, 142 Gouger Street
- Perth Domestic Airport, Entry Gantry.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]