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The Gate London

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying

Chiltern Railways #freeandsingle case-study from The Gate London on Vimeo.

 

CHALLENGE

How to break through the clichés to get more people to travel with Chiltern Railways on Valentine’s Day.

BREAKTHROUGH IDEA

Rather than focusing on smoochie couples (like all the other brand activity), we celebrated what it is to be free on Valentine’s Day, by sending singles on little adventures anywhere on the Chiltern network.

We started with some social listening to see what people were saying about being free and single on the day of love.  Then, we joined the conversation on twitter and promoted the campaign, #free&single, through other social channels, stations and in regional press to give it momentum.

RESULTS

100 pairs of tickets were snapped up in just a few days, there were over 4 million impressions created on social channels, receiving a 99% positive reaction.

This, in the current climate of people falling out of love with public transport, was the real victory – cementing Chiltern Railways as one of Britain’s best loved train operators.

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