There’s no real effort on our part to hide the fact that we love a bit of outdoor advertising over here at Cream. The opportunities that digital technology now gives the medium means that campaigns are getting more interesting and the latest outdoor campaign from Lexus in Australia takes this to a whole new level.

Working with M&C Saatchi Australia, the car manufacturer has taken over specifically engineered smart billboards at key high traffic sites in Sydney, Melbourne, Brisbane, Adelaide and Perth. Through clever technology, the billboards are able to track the brand, model and colour of cars approaching the sign and present the driver with a personalised message encouraging them to switch to a Lexus. For example, ‘Hey White Evoque, it’s never too late to cross over. This is the New Lexus.’ Apparently, it features more than 80 different configurations of dynamic messaging, which can be tailored to a range of variables based on the time of day, weather and traffic conditions.

This ground-breaking extension of the ‘This is the New Lexus’ campaign is a collaboration between Lexus, M&C Saatchi, APN Outdoor and TMS. We love it!