Virgin Trains is reminding U.K. drivers how much quicker their journey might be by train via billboards that give real-time comparisons of car and rail times to destinations.

The campaign, via Anomaly and digital production company Grand Visual, uses geotargeted roadside media to compare travel times by car vs. train along popular routes between London, Birmingham, and Leeds. It's the first time the two data sources have appeared in the same campaign, and it's designed to show that a rail journey is nearly always faster.

The campaign is constantly updated throughout the day, and during periods of heavy road congestion, additional media will appear across digital 48 sheets at service stations along the routes.