McDonald’s has today launched Traffic Busters, a unique roadside campaign that uses traffic data to automate contextual messages, aimed at tempting drivers to visit their nearest McDonald’s restaurant. The nationwide campaign reacts to the speed of traffic at each location to deliver tactical messages across premium roadside billboards from 6 th –15 th November.

Created by Leo Burnett and produced by Grand Visual, the campaign features tantalising shots of McDonald’s most well-loved burgers, fries and shakes, but when congestion levels rise, and traffic slows, the creative switches to display the brands iconic illuminated golden arches with the simple, relevant, call to action: “Stuck in a jam? There’s a light at the end of the tunnel”.

The media was planned and booked by OMD and Talon and spans multiple screen formats across 10 key cities and spanning 7 different media owners. The dynamic campaign is managed and distributed through QDOT’s digital OOH ad tech platform OpenLoop. OpenLoop analyses real-time data from Google Traffic API and triggers the relevant geo-targeted playout of content to each roadside location.

Katie Parker, Head of Marketing, at McDonald’s, said:

“This data-driven digital OOH campaign uses traffic speed to contextualise copy, reaching drivers with targeted and tactical messages that tap into their mindset in that moment.”

Dan Dawson, Chief Creative Technology Officer at Grand Visual, added:

“This tactical campaign is a great use of the medium. Simple, tantalising, recognisable product shots stimulate the appetite during fast flowing traffic, whilst longer contextual copy lines run during heavy, slow moving traffic, acknowledging the delays to deliver a relevant and powerful call to action.”

Helen Saffer, Business Director at Talon commented:

This campaign is the perfect example of Talon’s smarter as standard approach to planning, fitting seamlessly with how the client and agency want to use media and push the boundaries. Using relevant data we hand selected key sites on the busiest roads in the UK. Through smart use of data we have used Digital OOH to the best of its capabilities to ensure a contextual, striking and relevant message for consumers.

The award-winning production and creative technology company, Grand Visual, has produced a smart, data-driven digital OOH campaign for Audi UK to enhance the brand’s agility in the digital space and increase awareness of the advanced intelligent technologies available in their latest models. The campaign runs across premium roadside screens on a nationwide scale from 16th October – 29th October.

Created by BBH and produced by Grand Visual, the campaign will bring the latest assistance technologies to life using traffic, time and weather data to trigger content that is contextually relevant at each location. For example, when the traffic is heavy, the creative will alert drivers to the ‘Pre-Sense’ feature; Audi’s in-built technology package for predictive safety. During adverse weather, creative will change to feature ‘quattro-on-demand’; Audi’s renowned all-wheel drive technology which brings safety, sportiness and performance to driving – ideal for rain, snow or hail conditions. The hero concept of “Audi as your sixth sense” will also feature.

The dynamic campaign is managed and distributed through digital OOH ad tech platform OpenLoop, which analyses Transport API’s and weather data and triggers the relevant creative for each roadside location. The media was planned and booked by Omnicom Media Group’s PHD and Talon and spans 211 screens, across 9 key cities.

Benjamin Braun, Head of Marketing, Audi UK, said:

“This is the first data-driven digital OOH campaign we have launched on a national scale. By using data to contextualise copy, we can reach drivers with targeted and tactical advertising messages that are relevant throughout the day, tapping into the driver’s mindset in the moment. That is powerful.”

Dan Dawson, Chief Creative Technology Officer at Grand Visual, added:

“This campaign is a great fit for a brand that continues to be at the forefront of vehicle intelligence technology. Thanks to pioneering brands like Audi, data innovation in OOH is really beginning to take off. Data and technology coming together to complement idea-led communication and become the new creative standard.”

Ria Bradley, Client Director at Talon, said:

“This is a great example of how we can integrate developing technology for a progressive client into contextually relevant media, amplified on over 200 screens in five Out of Home formats throughout the UK.”

Virgin Trains is combining traffic and location data to accurately tell drivers stuck in traffic how much longer their journey will take them by car compared with how long it would take by train.

The out-of-home campaign goes live today 11 September, targeting car-driving commuters in London, Birmingham and Leeds on large format roadside screen along major arterial roads. It will run until 1 October.

Executions will for instance tell commuters travelling from Birmingham: “Current journey times to London”, “by car” and “by train”.

During particularly heavy periods of traffic, additional, 48-sheet sites at service stations along the routes will be activated.

Created by Anomaly, and produced by Grand Visual, the campaign is managed and distributed through OpenLoop, which analyses Transport API’s data and automates the information according to each poster site’s location. Manning Gottlieb OMD is handling the media and Grand Visual said the campaign is a media first.

The digital out-of-home work, which supports a broader TV, digital, OOH, print and radio campaign, is part of a new marketing direction for Virgin Trains, which is innovating in its use of technology and data.

Anomaly’s first ad for the brand since winning the account earlier this year launched in June.

Katie Knowles, Virgin Trains’ marketing director, said:

“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.”