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...