Summer-Minded
Avanti West Coast | eCRM
Challenge:
During the summer, commute traffic slows down. As a result, fewer people end up taking the train.
Speaking to the soul:
Summer isn’t just a season. It’s a cultural moment and mindset.
The campaign:
eCRM and digital project to evoke that summer feeling and show people that summer starts on the train.
Beat 01a | April family variant
Hero gif
Beat 01b | April non-family variant
Hero gif
Beat 02a | July family variant
Note: Hero module is a live countdown, ticking down to the last day of summer, driving urgency to book.
Beat 02b | July non-family variant
Note: Hero module is a live countdown, ticking down to the last day of summer, driving urgency to book.
Digital activation | Solar-powered deals
When the sun’s out, everyone has that feel-good factor. So to celebrate, we’ll create special deals powered by the sun. Quite simply, the better the weather, the better the deal on your train fare.
That’s one way to get passengers to embrace the summer and jump on board.
Activated via the apps push notification to reward loyal customers.