V/Line Guilt Trips
Karl Bates, Adrian Mills and Danish ChanMcCann Australia
Campaign details
Brand owner: V/LineAgency: McCann AustraliaBrand: V/LineCountry: AustraliaIndustry: Rail, bus, coach, boat services, car rentalMedia budget (USD): Up to $500kChannels 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,...