V/Line Guilt Trips

Karl Bates, Adrian Mills and Danish Chan
McCann Australia

Campaign details

Brand owner: V/Line
Agency: McCann Australia
Brand: V/Line
Country: Australia
Industry: Rail, bus, coach, boat services, car rental
Media budget (USD): Up to $500k
Channels used: Direct marketing, Email marketing, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Newspapers, Outdoor, out-of-home, Public relations, Radio, Word of mouth and viral

Executive summary

This is a story of how V/Line, the Australian train company, used the power of guilt to motivate young people in Victoria, Australia, to leave the bright lights of the city to visit friends and family in the country. In doing so, it smashed campaign growth targets by 300%.