Virgin Trains on the east coast is launching an innovative data-driven, dynamic Digital Out-of-Home (DOOH) campaign aimed at car drivers to remind them that there is a stress free, fast, viable alternative. The reactive campaign automates messages based on local traffic data, to add relevance and context to messages that will be deployed on premium DOOH roadside inventory in Leeds and Newcastle from the January 30 through to February 12.
In Leeds, the traffic reactive campaign changes based on congestion levels on roads in close proximity to each digital billboard site and provides tailored, contextually relevant messages aimed at encouraging drivers to consider Virgin Trains’ service. Produced in partnership with Grand Visual and Manning Gottlieb OMD, the dynamic campaign aligns with driver’s mindset in the moment by suggesting commuters should “avoid all this bleeping traffic” when traffic is heavy during the morning rush-hour, for example, followed by the call to action “Leeds to London, 2HRS 14MINS”. Live updates are managed through OpenLoop which analyses Google API’s data and automates the playout and delivery of geo-targeted content to each Media Owner in real time.
The campaign is the result of a collaborative effort between Virgin Trains, client agencies Krow, Manning Gottlieb OMD, Talon, and production outfit Grand Visual, and the media owner’s Ocean Outdoor, City Outdoor and 8 Outdoor. The DOOH activity supports a broader campaign spanning TV, Digital, OOH, Print and Radio.
The initiative represents a new marketing direction for Virgin Trains, as it pushes to innovate it’s marketing communications with intelligent use of data and technology to keep messages targeted and relevant.
Dan Dawson, Chief Creative Technology Officer, Grand Visual, said:
“Clever use of data and technology amplifies campaign relevance, transforming digital out-of-home advertising networks into real-time marketing platforms. With the right team and a collaborative approach, it’s never been easier to produce engaging and responsive campaigns at an individual screen level ensuring the campaigns remain targeted and relevant.”