Brand: Virgin Trains
Brand owner: Virgin Trains
Lead agency: Manning Gottlieb OMD
Contributing agencies: Anomaly
Country: United Kingdom
Industries: Rail, coach, boat & car rental
Media channels: Online display, Outdoor, out-of-home, Radio & audio, Television, Television - direct response
Budget: 3 - 5 million
Virgin Trains has a tough job on its hands. UK commuters love their cars and rely on them heavily for long journeys. To break this habit, we needed to turn our planning approach on its head. We needed to focus on the easiest audiences to convert, at moments where travel by train would seem like a dream. By doing this, we would have the best chance of winning each journey, one at a time.
To do this, we identified two areas where we knew we could win:
- Audience 'Hot Spots': Insights from bespoke research suggested that certain audiences were more likely to be convinced at particular moments.
- Travel 'Hell Spots': Identify the moments when they hated their cars, which by comparison would reinforce positive perceptions of train travel.