We selected four amazing destinations spread throughout the country to ensure they were close to every major city in Britain.

Each of the 716 unique executions in the campaign showed a photograph of one of the selected destinations as well as the driving time from the precise location of the poster site.

We had to decide on the poster sites pre campaign launch, feeding GPS locations of those sites into a custom-built system which would calculate driving times from each of the four destinations. The results were then printed on static posters and delivered to digital posters.

To make it even more precise, all 511 digital posters were updated in real time according to traffic data. This meant that these posters were constantly online. A special algorithm had to be created to convert the result of the pulled data into the layout of the poster.

All 716 OOH sites had to be chosen way in advance, as their location guided the choice of the destinations to be photographed and then the calculation of the driving times to be printed onto static posters and fed into digital OOH sites.

The campaign was launched in a two-week period beginning on April 10, with focus on large roadside formats that increased visibility. The choice of the period was strategic to power the creative: right before the Easter holiday, when potential consumers had getaways on their minds.

After the launch, it had extensions from three additional weekends in May and June, focusing solely on family moments (malls and cinema).

Through the first four weeks, the OOH campaign generated over 110 million impacts.

In the first week of the campaign, before the TVC was launched (the results were purely driven by the OOH campaign), SKODA test drive requests went up 123% compared to an average week in the previous year.

Most importantly, for the whole campaign (up to when this entry was submitted), brand consideration went up 4%, exceeding the campaign objectives.