We devised an initial creative strategy that centred around three phases;
Educate the audience on the project, including key milestones, and launch date
Alleviate customer tensions through targeted content promoting customer focussed benefits
A heavy push on the lifestyle benefits, creating a buzz and positive PR pre–launch
To launch the campaign, we delivered a high–impact, targeted digital teaser that generated a record level of engagement.
Behind the Visuals
We established a striking visual identity that was inspired by features of the new train, including the patterns on the seats, the colours of the onboard interface, and most notably, the dynamic LED light on the front of the carriage.
Phase two, which is currently in development, will focus on the features and benefits of the new trains, designed to maintain engagement generated by the teaser.
We are developing a content strategy that centres around four marketing pillars, relating to key benefits of the new train, which will give us an anchor for messaging that can span across all media channels, including print, motion and web.
We will be partnering with a research team to generate qualitative data to drive a targeted media campaign.