The brief was to announce to the people of Liverpool that getting to London with Virgin Trains had never been quicker.

To have maximum impact with minimal budget we used Europe?s largest digital poster site opposite Liverpool Lime Street Station for personalised, one-to-one communications for the very first time.
As none existed, our team created the software from scratch to enable the idea to work, allowing the writer to get to work on the headlines. He had to combine the quick thinking of a stand-up comic with traditional headline writing skills. He had to write lines that not only reacted to live events around the poster, but also back to the quick Liverpool to London journey time message. (A large arrow would also prompt the audience into realising what the line was referring to.)
Headlines included pointing at a passing bus and saying, ?by the time you get to Warrington we?ll be in Euston? or as a road sweeper wandered past, ?hey there Mr road sweeper guy, you can get to London in a tidy 2hrs 7mins?. Commuters and passers-by were amazed to see this huge media wall addressing them personally and commenting live on the scene. People cheered, laughed and even talked back to the poster.
With over 100 different lines written in one day alone, the personalised poster was cheeky, innovative and uniquely Virgin.

It was a perfect opportunity to show more of the Virgin experience: speedy, yes, but also responsive, customer-centred and pretty irreverent too. We wanted to talk to potential (and existing) passengers in this area and demonstrate what our new, faster, more modern service had to offer. We wanted to make them smile during the drudgery of the daily commute and inspire them to use the train next time or take an extra journey - and take it with us.