Audi, the UK’s leading premium automotive brand, is the launch partner of [email protected], the UK’s largest indoor advertising screen, which went live today for the very first time at London’s Waterloo railway station.
[email protected] is a powerful new communication channel at the UK’s busiest station, delivering a captive audience of four million commuters every fortnight. Part of JCDecaux and Network Rail’s vision for the future of rail advertising, it consists of a state-of-the-art, 40 x 3 metre, 6mm pixel, high-definition screen spanning the length of the concourse.
It launches with the Audi Dashboard, a creative concept featuring branded content developed specifically for the [email protected] site by ad agency BBH London and produced by Grand Visual. The Audi Dashboard features live statistics and contextual messages about “One day in the life of Waterloo” – a series of quirky station facts which are compared to the Audi range. For example: “31,451 cups of coffee bought. If this was petrol, you could drive an Audi A3 Sportback to the moon.”
The dashboard offers genuinely useful, real-time information, including how many seats are available on trains departing from Waterloo. This and all other statistics refresh every two minutes to keep the audience engaged especially during long waits. Additionally, a Twitter feed from #AudiWaterloo keeps commuters entertained and allows them to participate in the conversation on-screen.
Waterloo Motion is part of a plan targeting the affluent commuter audience in a progressive way across Waterloo, Euston, Victoria and Charing Cross stations. Reaching an audience of two million highly connected commuters, Waterloo Motion is a key ‘gateway’ to London and the affluent South East.
The campaign was planned by MediaCom, delivered by JCDecaux and bought by Kinetic. The Audi Dashboard was created and designed by BBH London with digital production by Grand Visual. Data analysis and visualisation was provided by Information is Beautiful. All dynamic content and live feeds are managed through OpenLoop and pushed live to the Waterloo Motion.