Porsche drivers got even more attention than usual when one of the first vehicle recognition technologies of its kind was deployed above Airport Drive near Melbourne Airport in Australia.

For five days, a digital billboard displayed an advertisement promoting the Porsche 911 Turbo to all drivers. However, when a Porsche approached, cameras nearly 1,000 feet from the billboard recognized the car and changed the advertising sign display to a message tailored for Porsche drivers.

“It’s so easy to pick you out in a crowd,” the billboard read. It then held the message for 10 seconds as the car drove underneath, before switching back to its regular advertising.

The campaign was developed by Australian company oOh! Media and Digital Experiences. It uses IBM software and oOh!‘s content management system to identify oncoming Porsches. oOh! Media says the technology recognizes only the car, not the driver.

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