Pushing the limits of what smart billboards can do, M&C Saatchi Australia set up an engaging marketing stunt for Lexus. Employing direct messaging, billboards on the road were set up to call out specific drivers in competitor's cars. For instance, upon approaching the sign, the message would change to read: "Hey white Audi driver, it’s time to Crossover. This is the New Lexus NX."
Rather than delivering a one-size-fits-all style advertisement, this is a fun way to catch the eyes of drivers who are used to seeing the same kind of boring billboard ads. As well as responding to a driver's car type, the billboard was also capable of making quips on the weather, such as: "Hey black Mercedes driver, the heavens have opened."
In terms of the magic behind this smart billboard, it involves cameras on high rotation, which send images to a database that automatically matches models, color and other variables to the vehicles of Lexus' competitors.
Targeted Highway Billboards
Lexus' Engaging Marketing Billboard Singles Out Drivers
Trend Themes
1. Smart Billboard Personalization - Using cameras and databases, billboards can now deliver targeted messages to specific drivers, creating a more engaging advertising experience.
2. Interactive Outdoor Advertising - Engaging marketing stunts like calling out specific drivers on the road can capture attention and stand out from traditional billboard ads.
3. Data-driven Outdoor Marketing - Utilizing image recognition and vehicle data, billboards can deliver tailored messages based on the make, model, and color of a driver's car.
Industry Implications
1. Advertising - The advertising industry can embrace smart billboards to deliver personalized and interactive advertisements to target audiences, creating more impactful campaigns.
2. Automotive - Automotive companies can leverage smart billboards to promote their vehicles in a more targeted and engaging way, appealing to potential customers on the road.
3. Data Analytics - The data analytics industry can provide solutions to analyze and interpret the vast amount of data gathered by smart billboards, enabling businesses to optimize their advertising strategies.