The ‘This is the new Lexus’ campaign by M&C Saatchi, incorporated APN digital billboards to respond to audiences in real time. The billboards used image recognition technology identifying the colour, make and model of passing vehicles before displaying one of over 80 personalized messages to the driver. Further message variants were based on traffic patterns, weather and day of the week. A black BMW passing on a rainy day would be playfully greeted ‘Hey Black BMW, the heavens have opened. This is the new Lexus’.