Digital Out of Home production agency DOOH.com in partnership with LIDA, have designed the logic behind the system, ensuring travellers are provided with live travel comparison information demonstrating the speed and efficiency of the Stansted Express rail service versus alternative routes in and out of London.
DOOH.com managing partner, Neil McKenney, says: “Applying live data is a fantastic way of turning an otherwise general advert into a functional utility that saves passengers time and effort during what is often a stressful part of their journey.
"Using our platform, it becomes easy to infuse digital OOH ads with the ability to function in the same way as a web-page.”
The digital screens are positioned at the baggage reclaim area of Stansted Airport, providing passengers with live journey time comparisons between car, coach and the Stansted Express train service to London Liverpool Street station.
Stansted Express delivers an average journey time to Liverpool Street of 47 minutes with departures every 15 minutes during the day, and 30 minutes in the early morning and late evening.
Chris Ford, marketing and digital manager at Stansted Express, comments" “We appreciate this part of the journey is a fine balance of excitement and frustration for passengers, particularly as navigating transfer options can be tricky.
“By harnessing different sources of real-time data into one we can provide reliable and digestible information to help customers make informed decisions on how to get to and from central London."
The project was jointly devised and created by Stansted Express, creative agency LIDA and digital production agency DOOH.com.