A pitch-winning, above-the-line-beating, gold-award-winning campaign
Virgin Trains were after a bold new brand positioning (and a new agency) to get everyone back on board.
THE IDEA: Arrive Awesome
Our idea was to make the Virgin Trains experience awesome from booking to boarding and beyond - utilising all digital and on-board touchpoints. A pitch-winner that went right above the line. Big win.
This textbook GOLD DMA Award-winning video sums it up nicely...
We refreshed the brand with a bold new tone of voice and attitude - and a lively email announced the awesomeness to the entire customer base.
And of course, there were banners...
Making everyone fall back in love with train travel
The majority of comments on Virgin Trains' social channels had always been journey complaints - but following our campaign, positive sentiment in social media increased 3-fold. We had 6,700 entries to our Twitter competition - trouncing the 1000 forecast. And saw a 240% increase in email CTR - 50 people even tweeted about them!
We got bums on seats too, with 10,800 new customers added to the database during the initial campaign period, bringing £2.4m in additional revenue.
And best of all, our TOV lives on to this day.