Lexus Smart Outdoor


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’.

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Our take

The billboards generated significant media attention on television, radio, online and in newspapers. As one of the first brands to use this technology, Lexus is turning heads. The technology involved bespoke software allowing for real time response.  This innovative and disruptive campaign is an example of realising the potential of digital outdoor and firmly places Lexus at the forefront of innovation.

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.