| Title | GUILT TRIPS |
| Brand | V-LINE |
| Product / Service | TRAIN SERVICES |
| Category | A05. Consumer Services |
| Entrant | McCANN MELBOURNE, AUSTRALIA |
| Entrant Company: | McCANN MELBOURNE, AUSTRALIA |
| Advertising/Web Design Agency: | McCANN MELBOURNE, AUSTRALIA |
| 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 |
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.