GUILT TRIPS

TitleGUILT TRIPS
ClientV-LINE
Product / ServiceTRAIN SERVICES
CategoryA05. Consumer Services
EntrantMcCANN MELBOURNE, AUSTRALIA
Entrant Company:McCANN MELBOURNE, AUSTRALIA
Advertising/Web Design Agency:McCANN MELBOURNE, AUSTRALIA

Brief Explanation

Challenge: V/Line is Australia’s major regional train operator. Our task was to increase passenger numbers in off-peak times. Our strategy was to target city-dwellers and their families, to make sure they took the train home. Solution: We invented the Guilt Trip. A prepaid ticket that harnesses guilt to bring loved ones together, and completely rebranded the entire experience. The campaign spoke directly to our target audience, and came from the very people they just couldn’t ignore: their mum and their friends. Results: 11% increase in ticket sales 400% return on investment.

Credits

Name Company Position
John Mescall Mccann Executive Creative Director
Annie Price Mccann Creative Director
Natasha Wood Mccann Senior Copywriter
Tristan Graham Mccann Copywriter
Matt Stoddart Mccann Senior Art Director
Adrian Mills Mccann Account Supervisor
Alec Hussain Mccann Account Director
Tamara Broman Mccann Senior Account Manager
Paul Matthews V/Line General Manager Of Marketing And Stakeholder Relations
Daniel Moloney V/Line Marketing And Communications Manager
Lisa Stolt V/Line Strategic Marketing And Campaign Manager
Monica Barrow V/Line Marketing Assistant
Simon Lock V/Line Digital Communications Advisor
The Craft Shop The Craft Shop Production
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