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Communication that reaches where action happens
Challenge
The total closure of the Arlberg Tunnel affects one of the country's most important transport routes, impacting commuters, tourists, and heavy goods vehicles. The requirement: real-time information with no loss of coverage, tailored to location, purpose of travel, and situation. Traditional media logic does not apply here—what is needed is a completely new understanding of situational communication.
With ASFiNAG, we rely on data rather than demographics
Solution
Instead of planning based on assumptions, the campaign relies on movement signals: anyone who has passed through the tunnel, is approaching it, or regularly drives there is automatically addressed. Using GPS-based data, situational playback, and dynamic segmentation, a data logic has been created that is based on the reality of traffic—not demographic models.
Results
“The decisive factor in our campaign was not just the message—it was the moment when it really reached people. This required a new understanding of media presence.”
General Manager
Mediaplus Austria
