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By Gillian West, Social media manager

April 14, 2014 | 2 min read is highlighting how its app is ‘Brilliant for train stuff. Rubbish for anything else’ in a new advertising campaign launching this week demonstrating how easy it is to book tickets and check travel information using a mobile.

The first 30-second creative focuses on how customers ‘save 43 per cent on average on train tickets’. Additional content will be releases throughout the year highlighting benefits such as live departures information, to check if your train is on time.

In a bit of reverse psychology the campaign, devised by DLKW Lowe and directed by Tim Bullock of Hungryman films, showcases how useful the app is by pointing out everything it isn’t capable of as a man tries to (unsuccessfully) use app to save him from non-train-related situations.

“As more consumers are accessing information and purchasing on the go we wanted to communicate everything our app has to offer,” explained Iain Hildreth, marketing director at

“We’ve always tried to bring a touch of humour to our advertising and I think we’ve done that again with this new campaign. Hopefully consumers will see that our forte really does lie within the train sector and unfortunately how, as much as we’d like to, we can’t help you out of certain predicaments. But app can definitely help make travelling by train that bit smoother.”

DLKW Lowe’s managing director, Jamie Elliott, added: “It’s always exciting to evolve a successful campaign for a stand-out brand. app is a wonderful tool, with lots of great focused functionality which deserves to be celebrated in an honest and irreverent way.”

Simon Bird, famous for his role as The Inbetweenwers Will McKenzie, voices the series of TV ads.

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