Virgin Trains has launched a digital out-of-home (OOH) campaign to show how taking the train can get them to their destination much quicker. Two types of bespoke data sources were combined in order to compare driving journey times vs a train journey in London, Birmingham and Leeds, and subsequently, display the time difference in real-time.
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.
Katie Knowles, Marketing Director at 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.”
Dan Dawson, Chief Creative Technology Officer at Grand Visual, said:
“Clever use of data provides a powerful call to action for using Virgin Trains. The campaign is constantly updated throughout the day providing useful, relevant, real-time information. You can’t argue with stats like that.”