News

Virgin Trains draws in passengers with DOOH campaign

January 31, 2017

Virgin Trains, a UK-based train company, has teamed up with Grand Visual to launch a DOOH advertising campaign. The campaign is designed to inform drivers of the train travel alternative to stressful commutes, according to a press release.

The campaign is running in Leeds and Newcastle. The Leeds campaign features digital billboards, which provide live updates on current trip times. It is also designed to offer different messages depending on the time of day, such as suggesting customers can "avoid all this bleeping traffic" during rush hour.

In Newcastle, Virgin Trains teamed up with Ocean Outdoor to deploy vehicle recognition software on its digital billboards to provide personalized messages. These messages will directly address the type of car the person is driving and suggest they take a train.

"Clever use of data and technology amplifies campaign relevance, transforming digital out-of- home advertising networks into real-time marketing platforms," Dan Dawson, chief creative technology officer, Grand Visual, said in the release. "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."