Campaign background
Great Western Railway wanted to create more journeys.
Calling on the humble door drop, they set out to inspire passengers and help them find new and unusual destinations.
Strategy
Havas Helia Cirenester knew that, according to the IPA, successful door drops have long life span, with 39% of people saying they have a dedicated area for display of mail, usually in the kitchen.
The campaign would target not only new leisure users, but also current business commuters with the goal of persuading them to take the train for different, more inspiring experiences than their usual daily grinds.
Although...