Objective
To launch National Rail first ever dynamic digital out-of-home (OOH) campaign to capture the attention of families and young travellers with pertinent offers on relevant Railcards.
Challenge
To identify prime screen locations in different audience hotspots for Family & Friends, Two Together and 16-25 Railcards segments.
Solution
The campaign blended first party data with data from Locomizer to discover target audiences in malls and train stations, nationwide, and across JCDecaux’s LDN network hotspots to which the Liveposter platform delivered highly targeted, contextual ads.
Outcome
Using this dynamic approach provided National Rail with the opportunity to activate campaign bursts throughout the year, and ad-hoc tactical activity around key events or milestones. Mary Gannon, Business Director at Blue 449, said: “We are excited to see our first ever out-of-home campaign for the Rail Delivery Group come to fruition and to be using the very latest innovations in the medium to ensure we can promote its products at key moments throughout the rest of this year.”
Media Coverage
