Clever digital Out of Home ads at London Stansted Airport are enabling commuters to make quick-fire judgements on the quickest route into Central London.
Digital Out of Home production agency DOOH.com in partnership with LIDA, who are part of the M&C Saatchi Group, have designed the logic behind the system, ensuring travellers are provided with live travel comparison information demonstrating the speed and efficiency of the Stansted Express rail service versus alternative routes in and out of London.
Neil McKenney, Managing Partner, DOOH.com on the campaign, “Applying live data is a fantastic way of turning an otherwise general advert into a functional utility that saves passengers time and effort during what is often a stressful part of their journey. Using our platform, it becomes easy to infuse digital OOH ads with the ability to function in the same way as a web-page. ”
The digital screens are positioned at the baggage reclaim area of Stansted Airport, providing passengers with live journey time comparisons between car, coach and the Stansted Express train service to London Liverpool Street station; all powered by real-time data via multiple API’s.
Stansted Express delivers an average journey time to Liverpool Street of 47 minutes with departures every 15 minutes during the day, and 30 minutes in the early morning and late evening.
Chris Ford, Marketing & Digital Manager at Stansted Express, commented, “We appreciate this part of the journey is a fine balance of excitement and frustration for passengers, particularly as navigating transfer options can be tricky.
“By harnessing different sources of real-time data into one we can provide reliable and digestible information to help customers make informed decisions on how to get to and from central London.”
Victoria Nikishina, client services director at Primesight celebrated the campaign saying “It’s fantastic to see Stansted Express use the full dynamic capabilities of digital out-of-home to enhance their already established long-term holding at London Stansted, reaching 27 million passengers a year.
“Stansted Express’ use of real time traffic data across our digital arrivals gallery and D6 networks enhances the consumer journey and helps the arriving audience make informed choices on the best, most available mode of onward travel.
“This is a best-in-class example of how digital OOH is being used in a data-rich airport environment in real time, to enhance Stansted Express’ significant long-term branding.”
The project was jointly devised and created by Stansted Express, creative agency LIDA and digital production agency DOOH.com, with ads appearing on media owner Primesight’s Digital Arrivals Network and Digital 6-sheets.
Primesight is one of the leading Out-of-Home media owners, reaching over 95% of the UK population, with over 36,000 panels and is the UK’s number 1 media owner for billboards, airports and UK-wide coverage.
Primesight holds advertising contracts for 10 of the UK’s busiest airports, including London Gatwick, Manchester and London Stansted. Primesight Airports reach 142 million passengers annually, including 50% of London’s airport audience.
Recent digital investment has focused on the development of our digital network of large format roadside sites in cities nationwide and the growth of InLink, our network of multi-purpose digital advertising screens with integrated free superfast Wi-Fi.
Primesight’s other partners include BT, Network Rail, TFL, Gatwick Airport, Manchester Airport Group, DCM and Co-op. The Primesight team was named Commercial Sales Team of the Year at the 2018 Campaign Media Awards.
Primesight was acquired by Global, the media and entertainment company in September 2018.
For further information, please visit our website: www.primesight.co.uk