In a saturated marketplace of stuffy, established luxury manufacturers, Lexus gave birth to a new breed of SUV. But, we had one problem, Lexus itself was seen, at least by some, as a stuffy and established company with it’s roots tied to Toyota.
We decided to shake this perception up a little, by giving the public a taste for the smarts and passion that lie at the heart of Lexus – the pursuit of perfection.
One day in December 2015, Australia woke up to massive billboards in our capital cities which spoke to them. Using innovative car-recognition technology, we served personalised ads to owners of our competitors cars – informing them that something new has arrived. We also used other data sources such as weather, time and traffic monitors to personalise the messages even further.
And for owners of the new Lexus NX, we gave them a little message of love as they drove past, catching the eye of many jealous drivers.