OPEN3 Open 3 Complete Book for OMA Website | Page 56

AUS
Lexus
This is the new Lexus
PRODUCT
Automotive
MEDIA
Digital Billboard
AGENCY
Lexus used a digital billboard embedded with
technology that identified the brand, model and
colour of passing competitor vehicles, triggering
a personal and playful message to drivers such
as “Hey white Evoque, it’s never too late to cross
over. This is the New Lexus NX.” The technology
also tailored tactical messages based on other
variables such as time of day, weather and traffic
conditions, to generate messages such as “Hey
black Merc, the heavens have opened. This is the
new Lexus NX.”
52
M&C Saatchi
COUNTRY
Australia
YEAR
2015