In the summer of 2018, amidst a wealth of negative PR, we were concerned that an emotional ad wouldn’t be enough to increase brand sentiment towards Virgin Trains. So, we worked together with our client to develop a business idea to inspire weekend travel spontaneity by removing peak fares on a Friday.
To bring this new pricing model to life we developed a campaign around a spontaneous lifestyle including partnerships with Spotify and TimeOut as well as integrating an Alexa skill to allow direct bookings through voice.
Our radical approach generated astounding results with additional revenue every Friday, reduced overcrowding (improving the customer experience) and significant brand uplift.
It was so successful that Virgin Trains have now permanently lifted peak restrictions on Fridays, changing their business for good.