Virgin Trains has aired two new television commercials as part of a joint integrated campaign which aims to highlight the comfort and convenience of rail travel over other means of transport.
It is the first campaign to be produced by Anomaly since its appointment as the rail firm’s new creative agency in February, adopting a different tone from previous campaigns by focusing on the wit and humour of the Virgin brand.
Both commercials focus on the character Valerie who must decide between planes, trains and automobiles in order to get from A to B – with each alternate realities playing out for the viewer. Needless to say the non-train options do not pan out well with the train winning out in each scenario.
Katie Knowles, marketing director at Virgin Train on the west coast, said: “In order to drive behaviour change and get people to consider the Virgin Trains as their preferred mode of transport, we needed to create a campaign that would be fundamentally disruptive. Through our new advertising, we’re putting our product and experience front and centre, driving reappraisal in a fresh, exciting way. This campaign is so different. It’s really Virgin.”
Accompanying the broadcast commercials will be a supporting press, OOH, radio, digital and social campaign.