Virgin Trains and AdSmart

Targeting cities with AdSmart

Virgin Trains

Background

Virgin Trains used AdSmart as a way to boost recognition following the linear activity.

With AdSmart, Virgin Trains was able to pinpoint households around their major destinations, to ensure that the creative was served only to those with the highest likelihood of needing to use the services.

Objectives

To grow brand recognition and recall at a regional level

To communicate the key brand message is ‘don’t just arrive; Arrive awesome’

To communicate key messages surrounding value, speed and experience

Top Line Results

The AdSmart test audience was 6x more likely than the linear comparison audience to book tickets on a Virgin Train, and nearly 4x more likely to travel by Virgin Trains as a result of seeing the creative.

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