1. Brief
Virgin Trains launched a dynamic, reactive digital OOH campaign that would compare train and car journey times from nearby train stations to four different destinations.
2. Response
Produced by Grand Visual, the digital OOH campaign combined traffic and location data to accurately tell drivers stuck in traffic how long their journey time is going to be, compared to a nearby train journey time. OpenLoop (DCO) analysed Transport API’s data and automated the information according to each poster site’s location.
3. Results
The successful campaign was booked after an initial trial run and received strong media coverage. The dynamic campaign reminded car drivers of journey times for three weeks from September till October 2017.
