Direct > Product/Service

FIVER

CRAIK JONES WATSON MITCHELL VOELKEL, London / VIRGIN / 2004

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Overview

Credits

OVERVIEW

BriefExplanation

The brief was simple: increase the number of people booking travel on Virgin Trains via their cost effective web sales channel. A £5 discount was offered for people who booked online: our job was to encourage as much of the Virgin Trains database as possible to buy during the offer period.

CampaignDescription

The creative idea was simple, too. Easy Money it shouted on the envelope, and asked inside what the reader would do for a fiver (£5)- while giving several fairly unhelpful suggestions. From the starting point of Virgin Trains' relevant brand values, the pack's cheeky tone also gained stand out and memorability - essential that we'd be talking to people planning travel weeks or months after the mailing.

Outcome

In a typical two month period, around 3% of Virgin Trains'database will buy a ticket. During the two months after the mailing dropped, 20% of the targetcontacted the site to buy a ticket - an increase of more than 550%. In fact, so many went online that the website struggled to cope with the demand. Two months after the mailing dropped, research indicated too that 67% of recipients could recall it. And since trains are a high fixed cost business, most of the extra revenue generated represents profit for Virgin Trains.

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