Virgin Trains uses OOH to launch ‘Masterbrand’
Virgin Trains has deployed a dynamic, digital Out-of-Home campaign to keep commuters up-to-date with its latest ticket prices.
The campaign, which went live on September 21st, is displaying live ticket prices from London King’s Cross to one of three specific destinations: Leeds, Newcastle or York.
The dynamic content is live on digital 6-sheets around major London stations until the 18th October.
As part of the campaign, an immersion zone within Victoria Station – the second busiest rail station in the UK – has also been created, featuring digital 6-sheets, floor media and wall wraps.
The wall creative features messages such as “Stand back world – coming through” and “Bound for glory,” and the digital 6-sheets display entertaining messages such as “Be daddy of the day out” as well as information on journey times and destinations.
Sandra Hernandez, Client Director, Talon Outdoor, said: “We’re thrilled to be using DOOH to facilitate Virgin Trains’ real time data in our planning for such an ambitious and creative campaign. Using the Victoria domination also allowed us to build on the master brand message, this was key in making train travel famous.”
Linear content informing commuters of the destinations and journey lengths for Virgin Trains will also be displayed on Victoria’s Transvision screens, digital 6-sheets in Edinburgh, as well on 6-sheets in York, and 48-sheets at Leeds Station.
Virgin Trains is also the first brand to utilise the brand new lighting technology recently installed onto London’s IMAX by Ocean Outdoor.
The new million pound technology incorporates 48,000 LED lights and is programmable to deliver a number of digital lighting effects. The Virgin Trains campaign with its brief of making train travel famous has created the sense of motion through a “horizontal swipe” technique, the first of its kind on the IMAX.