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Guilt Trips, Case Study

Campaign
Agency Network: 
Published/Aired: 
June 2014

Description

The Challenge: V/Line is Australia's major regional train operator. Our task was to encourage family and friends living in the city to visit their loved ones in the country.

Execution: Instead of us doing the talking, we recruited those who knew them best and harnessed the most powerful force in the universe- a mother’s guilt. We invented the Guilt Trip. It was a pre-paid ticket that could be purchased by parents and friends. It all started with a microsite. On the microsite abandoned loved ones could create a personalised guilt inducing message, then purchase a ticket. This was then sent directly to the guilty party in the form of an eDM. We also created booklets to help refine their guilty messages, and print, web banners and radio all worked together to drive traffic to the microsite. Tickets wallets and posters in stations reinforced the campaign from a regional perspective. The travel experience as we knew it was completely rebranded. People no longer went home to visit their parents, they went on a Guilt Trip.

Results: 
11% increase in ticket sales 400% return on investment.

Ambient advertisement created by McCann, Australia for V/Line, within the category: Transport.

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Directors: Annie Price, Pat Baron
Art Director: Matt Stoddart
Copywriters: Natasha Wood, Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Planners: Danish Chan, Karl Bates
Creative Technologist: Ash Pegram
Developers: Cayne Snowden, Rod Levinton
Designers: Dave Budd, Melody Yeung
Retoucher: Ross Goddard
Director: Damien Toogood
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Highest Rated

Marcao's picture

Like this a lot.

Marcao
Activity Score 3029
Copywriter at DDB Group Asia Pacific
CrackerJackFlash's picture

Love it.

CrackerJackFlash
Activity Score 19603
Creative Director |

www.crackerjackflash.com

Marcao's picture

Like this a lot.

Marcao
Activity Score 3029
Copywriter at DDB Group Asia Pacific
morse's picture

Great campaign.

morse
Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Pedal to the Metal's picture

This just won a Cannes. Same agency who did dumb ways to die.

Pedal to the Metal
Pete R.'s picture

Jealous!

Pete R.
Activity Score 3412
Illustrator
damnson's picture

Hahahahaha great idea!

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

kleenex's picture

The whole idea worked,.

kleenex
Activity Score 52724
Web Designer/Developer
sacrilegend's picture

Hysterical. Well done.

sacrilegend
Activity Score 3394
Copywriter
tim_bro1's picture

Best thing in Cannes '14.

tim_bro1
Activity Score 142
Copywriter at Innocean Worldwide Australia
Rosso's picture

Guilt money hehe nice :)

Rosso
Activity Score 66
Rosso's picture

Guilt money hehe nice :)

Rosso
Activity Score 66
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