Sainsbury’s LED Message Signs Taking Over Train Stations!



Using the technology at your disposal to market your products and better engage with consumers is a no-brainer these days. Your competition is certainly doing it, so you certainly should be as well – no matter what your brand is or what field you’re in.

Adopting the use of LED message signs and other electronic billboards is a fantastic way of getting your message out there and these days, they really are quite sophisticated. It’s not just a matter of sticking up a picture and hoping it works – now you can really tailor your marketing messages so they speak to the right consumers at the right times.

How, you ask? Well, just take a look at Sainsbury’s as a shining example of what can be achieved in the world of billboard advertising these days. According to Campaign Live, rail commuters coming through London Waterloo and Edinburgh Waverley in the evenings will see live sunset information for their local areas displayed on big billboards, letting them know just how long they have until sunset every day for the next two weeks.

Apparently, the aim of this particular ad strategy is to encourage people to fully embrace the extra hours of daylight and head out to have weeknight barbecues with friends and family.

The idea stemmed from YouGov research revealing that 83 per cent of people think longer evenings are the main reason for feeling as though summer has finally arrived, with 40 per cent making more effort to leave work on time and 79 per cent keen to make more of their summery evenings.

Ellie Dixon, campaign manager at Sainsbury’s, was quoted by the news source as saying: “The nation's love of longer evenings offered us an amazing opportunity to combine data and our Living Well brand message with something unique and specifically tailored to customer mind set. This is the first time we have created something this bespoke, based on what we know about consumers and what the summer season means to them.”

It’s always advisable to see what other companies do with their own ad strategies to see if there are any ideas you could pinch. They don’t even have to be in your industry – you’re sure to find a few concepts that would translate well into what it is you do.

Check out one of our blog posts about targeted billboard display ads and how data can be used to great effect in such campaigns. We feature the likes of Age UK, which last Christmas rolled out a digital out-of-home campaign that focused on geo-targeted digital posters to show pedestrians how pensioners in their local area are affected by isolation and loneliness at Christmastime and beyond.

Have a read and see what you think – we’d love to hear what ideas you might have for your own ad campaigns so make sure you get in touch with us to let us know what you’re all up to.

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