‘MEDIA-FIRST’ LANGUAGE SPECIFIC DYNAMIC CAMPAIGN @ HEATHROW.
This October sees the launch of JCDecaux’s first language specific dynamic digital campaign, devised and implemented by DOOH.com.
Back in 2015, Heathrow Express went live with their ‘World First’ Journey Time Comparison campaign on the Carousel Airport Panels (CAPs) across Heathrow’s Baggage Reclaim zones. The campaign uses five different layers of real-time feeds from TomTom, Heathrow Express, Google, the Highways Agency and the Met Office to present passengers with real-time traffic, weather and train service information to help make the best choice for their onward travel.
Taking the campaign to the next level, DOOH.com have devised and implemented another layer, bringing a multilingual element to this unique dynamic digital initiative, offering passengers a warm welcome in their own language. By analysing passenger arrival statistics and their own customer data, Heathrow Express are using the top languages spoken by their passengers; Spanish, Italian, German, Swedish, Finnish and Cantonese, to tailor the campaign content, depending on the destination passengers have arrived from.
Fraser Brown, Heathrow Express Director said “We want to extend a warm welcome to visitors from across the globe, for whom English is not the first language, by providing them with useful information in their own language to help them make the fastest and cheapest choice of onward travel. Heathrow Express is and always has been, an outward looking company, readily able to engage internationally."
Andrew Newman, CEO and Co-founder of DOOH.com, said “Research has shown that live data feed campaigns have a 30 per cent higher retention rate than other static ad campaigns. This rate is expected to increase significantly with the Heathrow Express ‘Language Comparison Generator’, which translates itself into the language of each arriving flight at each baggage carousel.
“With a direct link to Heathrow airports’ air traffic control and baggage carousel assignment for each flight, the ad campaign now rotates through both English and the arriving flights language at just the right time when passengers arrive to pick up their bags.”
The language-specific campaign will be monitored and reviewed with the plan that more languages will be added in 2017.
