Virgin Trains: Don't go Zombie, go Virgin Trains

Paul Becque and Zehra Chatoo

This campaign for Virgin Trains, a UK rail services operator, addressed the marked decline in rail travel it experienced in 2009/2010 by encouraging people to re-evaluate their choice of transport.

Virgin Trains: Don't go Zombie, go Virgin Trains

Principal authors: Paul Becque, Elvis; Zehra Chatoo, Manning Gottlieb OMDContributing authors: Federico Forti and Sam Veitch, Brand Science; Anita Wilkins, Manning Gottlieb OMD; Tom Duckham, Elvis;

INTRODUCTION

This is the story of a highly effective as well as highly efficient marketing campaign, active in a difficult trading period. A campaign that took on the might of the car industry and air travel sectors whose advertising for many years had sold the dream of effortless, comfortable travel and the ultimate freedom. The campaign challenged this fantasy and successfully convinced consumers...

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