Client: Transport for London
Londoners were cycling more than ever, yet Santander Cycles hires were falling. The issue was not demand, but visibility at the moment of need. Screens positioned near docking stations used live TfL data to show exactly how many bikes were available, how far away they were, and where to find them, in real time. By embedding real-time transport information directly into the street environment, the campaign removed availability anxiety and made Santander Cycles feel instantly convenient. The campaign drove measurable results, proving that real-time, data-powered OOH can guide behaviour, boost visibility, and make transport smarter, faster, and more convenient.
