In Summer 2018, the Virgin Trains brand had hit a low.
It needed to do something bold. Through cultural and social insight, we identified that the solution sat with influencing the product experience rather than in advertising alone.
The result was a category-changing decision to remove weekend peak fares, celebrated by a campaign that encouraged spontaneity, via multiple partnerships activated by triggers in weather and local event data.
The result was an average of £33k additional revenue every Friday as well as the removal of overcrowding and a better customer experience.
Not only did the work champion the Virgin spirit. It showed the success of looking beyond traditional advertising to deliver results.