The ‘This is the New Lexus’ brand positioning was unveiled in October with the launch of the NX Crossover model, taking the prestige car marque to a much broader, younger, more progressive luxury audience.
From Monday 19 January, the billboards, specifically engineered by APN Outdoor, began 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