Abellio Greater Anglia are a train operating company with routes from London Liverpool Street to Norwich, Southend and Cambridge. The concept of ‘Journey Better’ is at the heart of their brand.
From door drop to TV, our campaign was through the line and expertly segmented, targeted and planned for maximum impact.
Display, e-comms, online and door drop brought the right messages to the right people at the right time throughout the summer.
Striking visuals and a clear sense of direction moved this campaign from pitch winning concept to fully delivered collateral in next to no time.
Abellio Greater Anglia’s communications had been fragmented and unable to consistently communicate the Journey Better ethos. As a digital and direct engagement agency, we could immediately see the potential for more targeted, measurable and integrated comms.
Our summer campaign was divided into clear phases of activity through the summer leading up to, through and closing off the school holiday period. Each phase was segmented, targeted and tracked for maximum impact across the most effective channel mix. TV advertising, out-of-home, digital and print all worked in harmony to create a consistent visual language that reinforced the Journey Better message through data, technology and creativity.
From pitch winning creative to the final production of a fully integrated summer campaign, Jacob Bailey didn’t miss a beat. Strategy and creative worked hand in hand to both deliver the right message to the right audience and enhance our brand. From door drop to TV, each and every element of the campaign was quickly and efficiently delivered, resulting in an ROI 0f 4:1.Ela Hawran-Beaumont Marketing Manager, Abellio Greater Anglia