V/Line: Guilt Trips

This case study describes a campaign by V/Line, a regional train operator in Victoria, Australia, which used an emotional message to increase its 'friends and family' sales segment.

V/Line: Guilt Trips

Agency: McCann MelbourneBrand: V/LineAdvertiser:V/LineCountry: Australia

Objectives

V/Line is Victoria's regional train operator, connecting commuters from country Victoria to the hustle and bustle of Melbourne's centre, and vice versa....