Having created a successful digital campaign to drive purchase of two of National Rail’s most important products, their 16-25 and Family & Friends Railcards in Spring 18, Identica was charged with creating a follow-on summer campaign, this time for their Friends & Family and Two Together railcards. These two railcards have lower awareness than others, and so we needed to highlight the savings opportunities for eligible customers.
Summer is the busiest time of the year for leisure travel, so it was decided to carry forward the distinctive, vibrant visual language, based around the National Rail roundel that was created for the Spring campaign, into Summer. But to add a new dimension, we opted to include characters rather than people – with two pink flamingos, forming a heart with their curved necks, chosen to represent the Two Together audience, and a cute family of penguins on the march together for friends and family.
Because the graphics were so eye-catching and engaging we were able to use very direct copy-writing to communicate the benefit of each Railcard with the message changing to be location specific, in order to create higher cut through. The campaign has been carried on live poster sites in main railways stations across Britain as well as on key roadside installations. In addition, our family of penguins and pair of flamingos have been popping up on station forecourts in London, Manchester and Liverpool, to create additional buzz and to generate awareness and additional sales of Railcards.
What we did
Brand Strategy, Communications Campaign, Brand Activation