Canadians love their cars. VIA Rail knew it had to do something innovative to convince car drivers to become train riders. In “Data Vs Car,” the brand presented cold, hard facts to Canadians before, during and after their commute. Its ads demonstrated how the train is a faster option when road conditions are not ideal. First, VIA Rail targeted those looking up weather reports online. It then used digital OOH ads on highways to compare actual estimated arrival times in major cities. It also collected the mobile IDs of drivers and later retargeted them with custom messaging via banner ads, with the campaign increasing train ridership by 11.7% year-over-year.