AdvertisingLexus IS: Second GenerationUSA

Customized Lexus IS Billboards

Lexus IS Overqualified for the BQE

The New York Times reports about a new IS billboard campaign from Lexus USA customized by highway:

Toyota’s Lexus division recently mind-melded this contradiction in an outdoor advertising campaign that declares in supersize lettering that the 2011 Lexus IS is “overqualified for the B.Q.E.,” as the Brooklyn-Queens Expressway is known locally.

That was just in New York. On Detroit billboards, the same Lexus model was “overqualified for I-94.” On the Stemmons Freeway in Dallas, it was “overqualified for I-35.” In Washington, it was too good for the Beltway.

The list went on for 26 highways in top Lexus markets around the country, where for a five-week period that ended this month, 65 digital and conventional billboards maligned local highways and lauded the IS model in a single stroke.

Another example:

Lexus IS Overqualified for the Turnpike

This echoes a previous Lexus marketing campaign, Mine Magazine, which customers could tailor to suit their own tastes.

Anyone see a customized IS billboard on their highway?

[Source: NY Times]

Comments
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    Nataraj
  • October 25, 2010
Hav't seen that billboard... but I only travel on 2 freeways.... I-280 and US-101
W
pretty nice Those IS F ads in the movie theaters worked out pretty well!
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    Mike DeLorca
  • October 26, 2010
Very visible billboard on the 610 Loop in Houston's uptown Galleria area near Westheimer. Overqualified for 610----nice to see--diferent aproach to Lexus' campaigns.
J
Seems like a very clever marketing idea to include local names for things in the ad. It would work on me. Though I have already been sold for weeks. Just unfortunately lacking the $64k to get my own IS F.
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    Ming Ho
  • October 26, 2010
I saw one of them on I-580 in Oakland, CA, but it's been replaced by that weird Lexus dome driving simulator. There's this other one when you come right out of the Bay Bridge heading towards 880; it is digital and changes to other ads (non-Lexus).
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    lexusjoe
  • October 28, 2010
In Brooklyn, NY, that "BQE" billboard sticks out BIG Time! Very nice to see it all the time!
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    lexusjoe
  • October 28, 2010
In Brooklyn, NY, the "BQE" billboard sticks out Big Time. Very nice!

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