ABOUT

Business Challenge:
Changing entrenched behaviour patterns in order to deliver time and cost efficiencies to consumers.
Streamlining the consumer journey by moving a traditional offline purchase online.
Stimulate the change of a life-long habit
Shifting consumers from a last-minute physical transaction, towards a pre-planned online purchase

The issue:
Canny consumers facing tough economic times all want the best deals. So why do over 70% of them wait to buy train tickets on the day, only to spend their journey fretting about having spent more than the person sitting next to them?

Activation idea:
Be Sensible

To challenge train travelers to consider the lunacy of paying over the odds for a ticket and the comparative peace of mind that an advance online purchase can bring.

Business Effect:
• Highest-ever ticket sales in the week following launch, beating client targets
• Prompted awareness for trumped Virgin Trains for the first time
• Spontaneous brand awareness rose to an all-time high