Virgin Trains - Drive consumer engagement & create the wow-factor

Brief

- Spider was tasked with implementing a creative campaign which would raise awareness of Virgin Trains, especially within people travelling in and out of Euston station.

- The activations were designed to ensure Virgin Train's key messaging around speed and customer-first experiences were always front of ind.

- Activity also needed to have the 'wow' factor and ensure media cut through.

Approach

- Spider brought to life the immersive and interactive world of Virgin Trains with a range of creatives captured both the media and public attention.

- Firstly, the team commissioned a piece of installation art at Euston station where consumers could get a feel of the countryside, with customers arriving being greeted by real grass and encouraged to remove their shoes, socks and take a wander through the urban paddock.

- Spider then created the UK's first high-speed book singing. A host of well-known authors - including Jo Nesbo and Joanna Trollope - offered Virgin Trains’ passengers an exclusive opportunity to own a signed copy with book signing taking place in a designated coach.

Outcomes

- The project secured fantastic wide-spread coverage, including key national titles, and helped to raise brand awareness and drive home the key messages.

B2B Corporate

Results

Coverage pieces
Clicks
Reach
Engagements
45
Pieces of coverage
Engagement rate
Reached on social media with targeted ads to reach those who live or work near a store

Brief

- Spider was tasked with implementing a creative campaign which would raise awareness of Virgin Trains, especially within people travelling in and out of Euston station.

- The activations were designed to ensure Virgin Train's key messaging around speed and customer-first experiences were always front of ind.

- Activity also needed to have the 'wow' factor and ensure media cut through.

Approach

- Spider brought to life the immersive and interactive world of Virgin Trains with a range of creatives captured both the media and public attention.

- Firstly, the team commissioned a piece of installation art at Euston station where consumers could get a feel of the countryside, with customers arriving being greeted by real grass and encouraged to remove their shoes, socks and take a wander through the urban paddock.

- Spider then created the UK's first high-speed book singing. A host of well-known authors - including Jo Nesbo and Joanna Trollope - offered Virgin Trains’ passengers an exclusive opportunity to own a signed copy with book signing taking place in a designated coach.

Result

- The project secured fantastic wide-spread coverage, including key national titles, and helped to raise brand awareness and drive home the key messages.

Virgin Trains - Drive consumer engagement & create the wow-factor Virgin Trains - Drive consumer engagement & create the wow-factor