Data vs Car
Silver, Travel Bronze, Best use of real-time data
Cristal Media & Advertising Summit
Best of show
Festival of Media Global
Best of Show
Mia Innovation Awards
Best of Show
Data serving consumers
VIA Rail, Canada's national rail passenger service, constantly compete with car in the Windsor-Québec road
We identified drivers about to travel by targeting those who looked up for weather or traffic information for a destination outside their home town with digital banners and SEM communicating real-time travel times for car versus train.
With digital out-of-home, we covered all of the major highways between Quebec City and Toronto. The message was adapted in real time, displaying the estimated arrival time based on the location of each sign and current traffic conditions. Because it was based on the geo-location of each board, the message was always customized.
We leveraged our out-of-home partnership to collect all the mobile deviceIDs of drivers exposed to the advertising as well as drivers who were stuck in traffic jams. We then retargeted these drivers as they arrived at their destination, displaying a personalized message that reminded them of the frustration of being stuck in traffic and the benefits of taking the train.
Results exceeding expectations
Increase in train ridership
increase in revenues
increase in conversion rate
Simon Y. Parent
Principal director, Marketing and Optimization