12/09/2017 - News
Virgin Trains Targets Car Drivers with Innovative Data-Driven Roadside Campaign
Virgin Trains’ latest digital OOH campaign uses real-time traffic data to accurately pinpoint just how much more time is spent making the same journey by car compared to train.
Virgin Trains has today launched a digital first OOH campaign to demonstrate taking the train is the faster than driving. Using two types of bespoke data sources – that have never been combined before – the execution will compare driving journey times vs a train journey in three key cities: London, Birmingham and Leeds and display the difference in real-time. The campaign runs in large format roadside screens along major arterial roads from the 11th September through to 1st October.
Created by Manning Gottlieb OMD and Anomaly, booked by Talon and produced by Grand Visual, the dynamic campaign is managed and distributed through OpenLoop which analyses Transport API’s data and automates the playout of geo-targeted information.
The traffic-reactive campaign adjusts travel times by train and by car based on current congestion levels to provide contextually relevant messages aimed at encouraging drivers to consider Virgin Trains. During periods of heavy road congestion, additional media is triggered across digital 48 sheets at service stations along the route, a media OOH first.
The DOOH activity is part of a new marketing direction for Virgin Trains, as it continues to innovate its marketing communications with intelligent use of data and technology. The roadside push supports a broader campaign spanning TV, Digital, OOH, Print and Radio.
Katie Knowles, Marketing Director, Virgin Trains, commented: “Integrating real-time data feeds into this roadside campaign produces a clear and hard-hitting message for drivers - that Virgin Trains’ is a quick, easy and viable alternative. During peak travel times when congestion is heavy, the live stats deliver our message in a compelling and impactful way.”