Porsche drivers to get special attention from world-first Melbourne billboard

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.

oOh! commercial director operations and technology John Purcell said the 50m² billboard on Airport Drive would reach up to 200,000 travellers over the five days of its execution as they make their way to one of the country’s busiest airports.

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.