Brief
We were invited to pitch for a campaign about all the improvements ScotRail had made to their network, to convince commuters to take the train instead of the car or bus.
Insight
Commuting is about as close to hell as you can get without dying. But ScotRail’s upgraded services made train travel the greener, faster, quieter and less stressful way to go.
Idea
Show commuters that train travel is the way forward.
Tactical Out Of Home
We proposed running ads to catch travellers at the worst pain points of their commutes.
We also proposed running a series of ads in press and on buses to promote the improvements ScotRail had made, beyond the ones that would immediately benefit commuters.
Results
We didn’t win the pitch. But then the Scottish government booted the company running ScotRail (Abellio) off the franchise altogether for being generally terrible. I guess not running this campaign was the last straw.