Lexus has put up billboards in Australia’s busiest cities that identify non-Lexus drivers and tell them to switch to the brand’s new model. M&C Saatchi created the campaign. The billboards identify passing drivers by the make and colour of their car (eg. "Hey, white Audi driver") and tell them about the new Lexus in various ways. Messages are even tailored to the time of day and weather conditions.
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