London
Northwestern
Railway

Pay less,
do more

Creative Campaign / TVC / Out of Home / Social
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The job 

Time to get leisure travellers excited about travelling

We had just launched the new London Northwestern Railway brand as a straight-talking, low-cost alternative to the flashier, more expensive rival in the region.

Now it was time to get leisure travellers excited about travelling with them outside of their daily commutes with a new TVC and OOH campaign.
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photos eskimoo

The solution 

One idea: Pay Less, Do More

The brand’s main competitors could boast flasher, faster trains (and more expensive tickets). We didn’t want to take them on head-to-head, so we did the opposite.
We showed consumers the benefits of travelling cheaper, with a brand that has more fun.

We focused consumers' attention on a simple idea: Pay Less, Do More
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Channels

The campaign and platform spanned TV, cinema, social and out-of-home advertising.

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