Audi compares Waterloo station stats to its range as giant indoor ad screen Waterloo Motion goes live

Inaugural campaign the Audi Dashboard - a creative concept featuring branded content developed specifically for the site by BBH London and produced by Grand Visual –features live statistics and contextual messages about ‘One day in the life of Waterloo’.

“The Audi brand is always progressive so it makes sense to be the first advertiser on the exciting new Waterloo Motion site. The combination of a strong ABC1 audience and an average dwell time of 17 minutes gives us a great opportunity to communicate key brand messages to the right people,” said Kristian Dean, national communications manager at Audi UK.

The Audi Dashboard compares quirky station stats with the Audi range, for example “31,451 cups of coffee bought. If this was petrol, you could drive an Audi A3 Sportback to the moon”, and also displays genuinely useful, real-time information such as the number of seats available on trains departing from Waterloo.

The information is timed to refresh every two minutes in order to keep the audience engaged, especially during long waits. Commuters can also interact with the conversation on screen with the Twitter feed #AudiWaterloo.

JCDecaux UK managing director of sales, Spencer Berwin, added: “It is fantastic that Audi has chosen to be our partner for the launch of Waterloo Motion, which marks a new era in rail advertising, underlining the importance of rail as an environment for brands and the ability of digital to create powerful, immersive experiences that engage millions of consumers.”

The campaign was planned by MediaCom, delivered by JCDecaux and bought by Kinetic. Data analysis and visualisation has been provided by Information is Beautiful with dynamic content and live feeds managed through OpenLoop and pushed live to the Waterloo Motion.