VIA Rail speaks to drivers caught in traffic | Cossette

VIA Rail speaks to drivers caught in traffic


VIA Rail

In the most recent iteration of its “Why don’t you take the train” campaign, VIA Rail Canada is urging people to reconsider their transportation habits by highlighting the many advantages of train travel.

This campagn, created by the agencies Cossette and Touché!, launches during Canadians post-vacation, back-to-work period to zero in on drivers’ eternal pet peeve: traffic.

The goal is to reach people at the exact moment when they’re caught in heavy traffic through dynamic and static billboards along major highways and radio spots after traffic reports, as well as web targeting and retargeting on mobile.

In this campaign, dynamic billboards will be used to display the current traffic situation along the main highways. Thus, messages from VIA Rail will appear when traffic is extremely heavy and when the estimated travel time for a trip along the highway (e.g. Montréal to Toronto) by car is much longer than the same trip by train. 

Meanwhile, the web targeting strategy will also reach people who plan to travel through an area where traffic is particularly bad, and retarget those who have been caught in a traffic jam in the past few hours via mobile.

The campaign consists of two 15-second videos presenting everyday situations with the tagline “Why don’t you take the train?”. These videos will play online through pre-roll. An additional four videos will be shared on social media. 

The campaign also includes three six-second videos in YouTube’s “bumper ad” format that target people who have already seen the brand’s ads. These messages highlight the benefits of taking the train.

Advertiser – VIA Rail Canada
Agency – Cossette
Media agency – Touché!
Digital agency – Tink

About Cossette

Cossette is a fully integrated marketing communications agency that offers a full range of avant-garde communications services. Cossette is a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers. 

Cossette has been named Agency of the Year by Strategy magazine and listed as a platinum employer by Aon Hewitt. It is also one of Advertising Age’s Best Places to Work. The agency currently has offices in Halifax, Québec, Montréal, Toronto, Vancouver and Chicago, and strives to become a major player in the global advertising community. For more information, please visit


VIA Rail

VIA Rail

VIA Rail

For more information:
Roxanne Chaudier
514 827-8315