Campaign Objective:

Virgin Trains wanted a dynamic way to promote their service as a quicker alternative to traffic-choked roads.

Media:

The campaign was perfect for Admedia’s network of Nexus full motion D48 screens, situated at dominant high footfall locations at Motorway Service Areas and boasting real-time traffic activated digital capabilities.

Four pieces of creative were used to promote four alternative routes between key cities e.g. Newcastle to London when there was traffic on the A1(M). The creative activated when traffic reduced below a pre-determined speed on selected motorways.

Effectiveness:

“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.”

Marketing Director, Virgin Trains