“Car Vs Data”

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Title

"Car Vs Data"

Advertiser:

Via Rail

Year:

2017

Source:

mediaincanada.com and lovethework.com

Product Category:

Travel / Tourism / Transportation

OOH Format:

Digital superboards

Country:

Canada

Objective:

To encourage drivers to start riding trains

Target Group:

Regular drivers

Strategy and Media Used:

Via Rail 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 DOOH, major highways were covered between Quebec 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.
Via Rail leveraged their out-of-home partnership to collect all the mobile device IDs of drivers exposed to the advertising as well as drivers who were stuck in traffic jams. Then, they re-targeted these drivers as they arrived at their destination, displaying a personalized message that reminded them of the frustration of being in traffic and the benefits of taking the train.

Results:

VIA Rail succeed at stealing share to what seemed an unbeatable competition: the car! Train ridership rose by 11.7% year-over-year, and revenues increased by 13.9%, to the expense of cars.

All of the media tactics greatly outperformed the usual standards. Contextualized messages generated click rates that were 95% higher than all of their display and mobile campaigns, and they helped increase the conversion rate by 14% on VIA Rail’s booking engine.

Finally, over 1.5 million unique mobile device IDs were collected in their DMP, increasing the volume of audiences we can activate in our always-on campaigns.