The Brief

These smart, dynamic billboards were 100% targeted. In an Australian-first, it spoke one-to-one to the drivers of competitors' cars in real-time. As they drove along a motorway in their Range Rover Evoque for example, the billboard changed to a personalised message 'Hey white Evoque. It's never too late to cross over'. There wasn't a direct response device on the billboard itself, but the billboards' results were measurable. The objective of 00% new-to-brand sales was beaten by 00% to a final figure of 70%.

Creative Execution

There's no better way to talk directly to a luxury car audience than when they're actually driving. So we decided to fish where the fish were. We chose locations in 5 major cities across Australia to maximize exposure over a 2 week period. To pinpoint our audience further we targeted commuter routes most travelled by competitor vehicles. Bespoke vehicle recognition software was developed to be used with cameras mounted on the billboards. On approach, the cameras identified the make, model and vehicle colour. This data was cross-referenced with other variables captured by sensors on the billboard - weather, time and traffic conditions. We then directly target messages to individual drivers of competitor luxury vehicles in real time. Step-by-step, this is how it worked: 1. Billboards appear on major motorways where we knew luxury drivers would be, 2. Driver approaches billboard, e.g. in a Range Rover Evoque, 3. Billboard shows personalised message, e.g. 'Hey white Evoque'.

Describe the creative solution to the brief/objective.

Drivers of the older European luxury car brands are very set in their ways and believe they have the car with all the latest features and technology. We needed to talk to these drivers in a new and innovative way to prove Lexus was a luxury brand worth considering and encourage them to experience the new Lexus NX in a clever and relevant way. We also let Lexus NX drivers know they had made a great choice

Results

This targeted, dynamic billboards worked. By speaking one-to-one to drivers of luxury vehicles, the objective of 00% new-to-brand sales was beaten by 00% to a final figure of 70%. (Normally a launch campaign gets a results of 00% new-to-brand.) Sales targets were also exceeded by 140%. Being a new technology in the market the media amplification of the campaign was extraordinary. Added results were its positive results for the Lexus brand. It generated $11million in combined PR/circulation, and $417,681 in earned PR/advertising. Plus, within 24 hours National TV News channels had aired the story and it was featured in over 160 publications worldwide.