East Midlands Trains
As any rail commuter knows, stations can be pretty dull places. The same faces, the same habits, the same journeys – day after day. But this gave us a perfect opportunity to make an emotional connection with East Midlands Trains passengers. As part of the ‘Little Things’ campaign, our visually disruptive experiential events at four main locations on the rail network created a brand experience that left a lasting impression.
The colourful pop-up stand brought a welcome dose of brand warmth to East Midlands Trains platforms. Its aim was to make passengers feel valued, with hundreds of thoughtful gifts on offer to make their journeys more delightful – from hot drinks and on-train wi-fi passes, to first class London return tickets all being given away.
Customer reactions across all stations were overwhelmingly positive – with lucky passengers at Derby even treated to cakes courtesy of a ‘Great British Bake Off’ contestant.