Brief: Get motorists out their cars and on to Virgin Trains. Research identified that motorists were hugely overestimating train journey times and as a result weren’t considering the train.

Idea: We put our message on delivery lorries working the route, and in doing so we talked directly to those who had chosen to drive.

Execution: To those stuck behind our lorries we asked if they were enjoying their decision to drive: ‘Rather be reading a book?’. And to those passing the lorry, thinking they were speeding towards their destination, we challenged, ‘Try overtaking our trains – Fly by train 125mph.’