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Trainline's Latest Campaign Is the Opposite of Complicated

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Booking platform makes buying digital railcards simple in first work since appointing Mother

Trainline's Latest Campaign Is the Opposite of Complicated

Trainline is sharing their latest campaign with the world, which aims to get more people choosing Trainline to buy digital Railcards - it is a nationwide integrated campaign, which can be seen on TV, online and OOH. 

When it comes to Railcards, there’s a significant number of people who don’t know they can get up to ⅓ off the price of their journeys, or that they can buy their digital Railcards directly on the Trainline app. All of which leads to travel that can be simpler and cheaper, and true to Trainline’s value proposition. Yet we’re all creatures of habit, so we often default to doing what’s familiar - rather than what’s actually easier for us. 

The campaign uses comedy to emphasise just how much of a no-brainer buying digital Railcards from Trainline can be - great news unless you love things that are complicated and expensive. For example, within the TV commercial, Shoes, we introduce our protagonist Tim, who just loves very expensive and exceptionally complicated shoes, which are very impractical for things like… walking.

Natalie Marques head of brand for Trainline said: “We wanted rail travellers to know that a quick and easy way to save significant money on their journey is with a digital Railcard from Trainline. Thanks to us finding greater value tickets for customers and offering a Railcard all in one app, there’s also no more fumbling around for paper tickets as the conductor approaches!”

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Agency: Mother

Production: BOLD

Illustrator: Stevie Gee

Genres: Dialogue, Comedy, People

Categories: Travel, Booking platforms

Mother, Tue, 08 Feb 2022 11:56:43 GMT