Trainline: I Came by Train – from aggregator to agitator

Trainline, a rail aggregator app, co-wrote an RnB love letter to mother nature with UK national treasure Craig David to drive fame for trains as the most sustainable form of transport, change the nation's travel habits towards a more sustainable future and build better relationships with train operating companies and government.

Summary

How do you get people to choose trains, instead of planes and automobiles, for the sake of the environment when British rail is notoriously more expensive? This is the story of how we stopped flight-shaming and started train-bragging in order to get the nation to realise the biggest thing they could do about the climate crisis was to switch 1 journey from car/plane to train. We turned a brief for a single campaign into a long-term platform. Rather than making this feel like a commercial endeavour, and created a new brand that allowed more people, companies and bodies to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands