It’s one thing writing direct and engaging billboard headlines that talk to the masses but it’s another thing writing headlines that change depending on who walks by.
After a long period of engineering works, Virgin Trains announced their quickest ever service between Liverpool and London. To highlight this, they used the largest digital screen in Europe, outside of Liverpool train station for personalised, one-to-one communications, writing over 100 personalised headlines live in one day.
They did this by putting a copywriter (and part time standup comic) in a café over the road to comment on the events as they happened.
Very Virgin and very effective.