Hell-Spot Media

Manning Gottlieb OMD


The perfect moment to persuade drivers to stop travelling by car and start using the train is talking to them when they’re stuck in a tailback. We targeted that moment precisely by tailoring our radio copy to individual radio transmitter. This world first piece of micro-targeting meant disgruntled drivers, caught in queues, were told about the alternative, Virgin Trains, at exactly the right time.

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