EE launched its Stay Connected at Night campaign this week, with billboards harnessing the power of data to offer technology-enabled routes home.
The campaign used out of home technology in Manchester City Centre to keep people connected even when they reach their monthly data limit.
Using digital out of home screens in popular nightlife spots, the creative uses geo-located travel information to help pedestrians plan their routes home as soon as darkness falls.
The campaign was rolled out nationwide after its Manchester debut and offered everything from taxi waiting times to train, tram and bus schedules.
Creative…and, y’know…actually useful. No wonder it’s already up for an award.