Tate Britain wanted to showcase the breadth of its offering and in particular its archive of 500 years of British art to an audience of overseas visitors to London and commuters.

The solution was to create thousands of unique poster executions, matching artwork with automatically generated copy to produce posters that were relevant to the moment, welcoming overseas visitors and commuters to London in real-time.

The posters were automatically triggered, using Liveposter “Relevance Engine”, according to data sources such as time of day, traffic flow, weather, phase of the moon and flight time arrivals. Posters were played in rotation, which meant that different data sources and triggers were called upon throughout the campaign.

The campaign ran automatically producing approximately 14,400 executions, from a pool of 10 million possible unique combinations that could have been triggered over the 2 week live period.

The Liveposter concept for Welcome to London won first prize at the 2013 Ocean Outdoor Digital competition.

The campaign was Creative Review’s Ad of the Week.