Category:B2C Strategy Or Campaign Of The Year
The client wanted an idea that would change the perception of train travel and get more people travelling by trains – specifically, Virgin Trains.
We knew we needed to give more than just rational reasons to get on board – we needed to strengthen the brand and increase customer advocacy by making the entire Virgin Trains experience awesome right from booking to boarding and beyond.
The creative solution? A pitch-winning, brand-changing (and jolly well awesome) idea that was taken ATL. The line captured the feeling you only get when arriving on a Virgin train, with that unmistakable Virgin swagger. We ramped things up across social, digital, CRM and onboard, to truly change the VT experience.
The campaign achieved £32million in revenue growth. 10.8k new customers added to the database during the 8-week campaign period – themselves bringing an additional £2.4million. 2.7% market share increase along VT’s main route. Our Twitter competition gained 6,700 entries (1,000 forecast), and 9m impressions. And positive sentiment towards Virgin Trains in social increased 3-fold!