Lucit Powers Lumo Trains “Good Luck” Messages at the Great North Run

When tens of thousands of participants lined up for the 2025 Great North Run, they encountered more than just cheering crowds. Thanks to a partnership between Lumo Trains, Smart Outdoor UK, and Lucit, over 300 unique “Good Luck” messages from friends and family were displayed on screens along the route — transforming the race into a moving, personalized celebration of support.

Connecting the Data

Lumo, an open-access, 100% electric rail operator, invited supporters of runners to send in messages of encouragement. These messages were integrated into dynamic creative content delivered via Smart Outdoor’s digital screen network along the course.

At the heart of the system was Lucit’s dynamic creative platform, which enabled real-time, data-driven rendering of messages.

One of 300 messages rotating along the route

Google Sheets → Dynamic Creative

To manage the large volume of messages, the campaign used the Digital OOH Lucit Google Sheets App integration.

Lumo’s marketing team collected messages in a spreadsheet, which directly fed into Lucit’s system. Lucit then generated more than 300 individual creatives and pushed them automatically to Smart Outdoor’s LDSK Player network.

This approach allowed each supporter’s message to appear in the visual format, exactly when and where intended along the route.

Lucit Dashboard showing some of the auto-generated creatives

Smart Outdoor’s creative team designed the visual templates and layouts that gave the messages their on-screen style. Combining Lucit’s data automation with Smart Outdoor’s design and distribution infrastructure produced a seamless, large-scale activation.

Multiple Size Formats in the Campaign along the route

Industry Recognition & Awards

This campaign didn’t go unnoticed in the industry. At the 2025 Corporate Engagement Awards in London, Lumo received the Silver Award for Most Effective One-Off Campaign

The Lumo and Hull Trains team with partners from the Yorkshire Wildlife Trust, CWA, Metrocentre and Go North East

About the Partners

Lucit is a dynamic creative engine that connects live data (from spreadsheets, APIs, inventory systems, etc.) to digital out-of-home screens. By automating the creation and distribution of data-driven creatives, Lucit empowers brands and operators to deliver personalized content at scale.

Smart Outdoor UK is a leading out-of-home media operator in the UK, specializing in high-impact digital screens and DOOH solutions. Its LDSK player network formed the on-the-ground display infrastructure for this campaign.

Lumo Trains is an open-access, 100% electric rail operator running between London and Edinburgh. With a mission focused on sustainability, accessibility, and customer experience, Lumo is pushing the boundaries of how rail operators engage with communities and audiences.