Our bespoke Dynamic Digital OOH campaign for the improved Elizabeth line service at London Heathrow Airport set the bar for data-driven OOH creativity and innovation. In this campaign we reached international visitors as they touched down in London, delivering a personalised and relevant message.

Central to the campaign’s success was the use of live train departure data, fed directly from the National Rail API to give us real-time updates on journeys  across all London Heathrow terminals and central London on the Elizabeth line displayed as dynamic overlays on the campaign creative. 

In addition to the live train times, we included personalisation of content based on the flight’s country of origin. We adapted our ad constantly based on the screen located on the baggage carousel and the passenger’s baggage coming into that carousel. This involved matching the language of the creative to match the real time flight information (gathered via API) for each specific carousel in the arrivals hall as passengers’ baggage arrived.