Porsche drivers in Melbourne will get a little more attention from tomorrow thanks to a world-first advertising campaign created by oOh! Media.

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A digital billboard outside Melbourne Airport will display the tailored message “It’s so easy to pick you out in a crowd” when one of the German luxury sports car maker’s vehicles approaches. The message will appear for 10 seconds, then revert to another display.

The innovative billboard uses vehicle recognition technology developed by oOh! with Digital Experiences which incorporates IBM software, oOh!’s Argyle content management system, and a camera located 300 metres from the billboard to detect approaching Porsches.

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Porsche Cars Australia marketing director Toni Andreevski said the company was excited to part of a world-first campaign that would uniquely highlight the Porsche brand and its vehicles.