The Drum Awards Festival - Media

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By The Drum Team | Editorial

July 11, 2008 | 2 min read

First Scotrail’s first TV commercial for six years launched this week, created by The Leith Agency.

The new 30 second advert uses animation incorporating visuals which are being used acrossed its integrated summer campaign which will continue until August.

The commercial features a series of animated summer icons - a sunburst, a bucket and spade, a flower and an ice cream - to promote the different reasons for getting out and about this summer by train. In particular it promotes First ScotRail’s new ‘Kids Go Free’ ticket, allowing children from 5 to 15 to travel for free off peak all week.

Each image uses a train track as a key element of the illustration to reinforce the endline ‘First ScotRail. Part of a perfect summer.’

The same images used in the TV work can also be found throughout Scotland in a heavyweight media campaign including outdoor sites, press, DM and online. All executions communicate specific route and fare messages and drive customers to a bespoke promotional microsite developed for the campaign.

Marc Sangster of First ScotRail said: "We have a really compelling message with 'Kids go Free', and a great creative, so TV was the obvious choice."

A spokesman for Leith said: “This bright new campaign stems from an original idea around happy summer days out by train. The fun, upbeat animation has bags of summer feelgood factor and brings the whole campaign together perfectly.”

The creative for the campaign was by Ian Fletcher and Mike Maxwell at The Leith Agency while production was carried out by Kate Hope & Ed Jeffreys.

Television production was handled by Glasgow based company, Axis Animation while Feather Brooksbank is the media buyer.

First Scotrail Leith Agency News

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