Cheering Up Commuters

injecting some comedy into train journeys with GOLD

Overview

Britain’s favourite comedy channel; GOLD briefed Taylor Herring to devise a campaign which would highlight their first class comedy credentials in a unique way.

The challenge was to devise a campaign where marketing and PR could work together in tandem with a strong experiential element added into the mix.

The Big Idea….

We identified that for many people, the daily commute is one of the most stressful times of day and that a healthy dose of comedy could help to alleviate that stress.

From that simple starting point came the idea – a partnership with a major rail operator and GOLD which would work to help cheer up Britain’s stressed out commuters whilst highlighting the new comedy offering on GOLD.

The core idea was to engage key comedy talent from the channel to train rail announcers to inject some comedy into their standard in train and platform announcements

Execution…

Chiltern Railways which runs one of the busiest commuter lines between Birmingham and London jumped at the opportunity to take part in the project and thus a plan was put in place to launch the initiative in the second week of May.

GOLD contracted Richard Preddy, the award winning writer of Green Wing, and actor Tony Robinson from another of GOLD’s top shows Blackadder, to host a series of workshops between Chiltern’s train managers and GOLD talent to discuss the new comedy based material and the delivery of their lines.

The initiative was combined with a heavy social media push. We identified key Twitter influencers from Boris Johnson to TFL and tweeted them. Social media activity included a competition to win a trip to New York (via Chiltern Railways).

As well as the announcements, a surreal in train game called ‘Horse’ was invented which was announced on the train whereby people can tweet in their answers to Gold throughout launch week

GOLD’s marketing department, arranged for a complete train wrap of two Chiltern carriages for the launch week and numerous branded train windows   A Branded GOLD cube was set up on the Marylebone station concourse, with brand warriors handing out free breakfast to commuters on the day of launch.

The project went live across London – Birmingham line and Marylebone station concourse and continued for the rest of the week.

Results….

National print coverage included The Sun, Metro and Daily Express, we secured over 174 online hits for our news story including key portals such as AOL and Virgin and major blogs such as the Huffington Post.  Richard Preddy completed 13 radio interviews reaching over 5 million people and we secured two fully credited TV features in London Tonight and Channel 5 News.

The campaign generated over 3,000 new likes on Gold’s Facebook Page and the Facebook competition to win a trip overseas via Chiltern and Gold received over 1,400 competition entries.