Lexus unlocked the power of DOOH to create a truly memorable sensory experience for the launch of their first ever LC Convertible.
Lexus utilised real time weather feeds sourced from OpenWeather and time of day by location to help elevate their message with dynamic creative to suit the driving condition.
The digital campaign implemented five creative triggers based on ‘sunny, cloudy, rain and night’ conditions to create a more relevant and targeted message.
During warmer moments in the day, the creative would show clear sky and the roof fully converted, whilst at night the background would change to a night sky with stars shining. When rain set in, the creative would change to showcase the car with the roof closed.
Knowing that dynamic creative on DOOH delivers 40% greater neuro impact than a static campaign, serving up fresh creative as the weather changed energised the launch campaign of the first ever LC Convertible to make it truly memorable.
Chief Strategy Officer, Christian Zavecz said; “We have seen a surge in clients utilising the creative flexibility of DOOH more effectively and in line with other digital verticals.”
It is great to see Lexus exploring the possibilities of being able to tailor their creative to suit locations, time of day and weather conditions to deliver more relevant messages that engage and impact big audiences.
QMS Chief Strategy Officer, Christian Zavecz
Lexus’ weather trigger and time of day campaign ran across QMS’ premium digital network nationally and was part of a broader media campaign across TV to drive awareness, excitement and desirability in the market.