'Lightbulb Moments' Advertising Campaign


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Sparking interest in train travel

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The problem

With trust in rail brands falling to its lowest level ever, and a market with little differentiation, our through-the-line advertising campaign for East Midlands Trains aimed to spark interest in train travel, speaking to the customer with clarity and honesty, whilst demonstrating the value and convenience benefits

The solution

We adapted the campaign’s colour palette and messaging year-round, to tie in with the season. We were further commissioned to create a 30-second TV advert to run alongside the ‘Lightbulb Moments’ campaign. The advert used a combination of the familiar neon graphics from the print campaign along with real-world footage.

The result

The campaign is creatively disruptive, with a dynamic digital delivery system for personalisation of messages. Our campaign features in all media channels from TV, VOD and radio to outdoor, dynamic digital and at stations. The advert featured as one of Creativebrief.com’s ‘Hot Picks’, and the campaign produced great results for East Midland’s Trains with a 74% increase in ticket alert sign ups, and a 9% increase in ticket sales via the EMT app.