#b-hive

Challenge

The challenge that was delivered to Krow was to change the typical and developed behaviour of the long distance travellers, Virgin trains wanted to become the most loved travel brand.   

Krow had to do an assessment of the audience again so that they could recapture the audience and to the audience that they wanted with the development and expansion of people who normally take the car or the plane when they travel Great Britain. 

‘The campaign had to be equally credible for their East Coast franchise’ there was only one problem with this and that this franchise was mainly used by ‘young adults’

Solution

The insight behind the campaign is a simple one. ‘If you're travelling long distance, it's for something really important to you’.

The message was that ‘you need to arrive feeling prepared and ready to succeed in whatever lies ahead, and only a Virgin Train can do that.’

Be bound for Glory.

Krow’s campaign was done by showing ‘important’ reasons that people travel, and ‘juxtaposing these with the exaggerated language of performance.’

The integrated campaign runs across TV, cinema, radio, digital screens, press and online.

Results

Krow started the campaign on the 18th of September  2015. It has also been stated that Virgin trains have been a ‘good short term’ return on investment ‘driven by growth in new journeys.’

Also ‘seen significant increases on key metrics of consideration and advocacy, amongst users and non-users pre to post the campaign launch.’

Krow currently hold the contract with Virgin trains to do their advertisement and managed to win the contract for Virgin trains east coast. They had the challenge of establishing the franchise, especially in this case where Krow stated that the East Coast employees ‘very proud to work for the company, but they also had the highest customer satisfaction rates amongst all other train companies.’ This meant that they had to work on both pleasing all members of staff along with the client and target audience. 

Solution 

The solution that Krow found was to develop a campaign that was polite and had a strong focus on ‘good manners.’ They used a bold and simple campaign ‘built around the idea of introductions’, giving the audience a hint of what is expected and to come from Virgin trains east coast. 

The campaign stood out and explored a development of multiple messages, they got the audience's attention by using a bold Red background colour which is Virgins brands colour.

The campaign ran in London, Leeds, York, Newcastle and Edinburgh, with an extreme focus at King's Cross underground station. They had a ‘full cover wraps in Evening Standard and Metro’. 

The campaign was known for the innovative use of space, ‘from changing the colour of the mast heads to running consecutive messages in each title.’ The campaign was also supported by radio, digital and taxi wraps.

Results

B-Hive

Ideas

I have been gathering research on the C2C website about them and the locations they travel to. I have been putting my ideas down into mind maps to start get my ideas visual.

Brief

B-Hive

Summer Leisure Campaign

 The aim of the two brief’s; branding and advertising, is to create a summer campaign encouraging the public to use C2C trains for a leisure. The idea is to get people heading out of London to around the area of Essex. We need to create a brand and identity for the summer campaign thinking both print and digital collateral elements. For the campaign we are not to touch the logo but can create our own for the campaign if we like.

For the outcome they are looking more for the process of the project so companies can see our thought development in order to gain a work placement.

B - H i v e   B r i e f   -   p r o m o t i n g   c a m p a i g n !

Client - C2C C2C is an award-winning train operator that runs services between Fenchurch Street, in the heart of the City of London and Basildon, Southend and the numerous attractions/destinations in this area (https://www.c2c-online.co.uk)  Project - Summer leisure campaign  Our aim is to develop an identity for a C2C summer campaign where we get people to use C2C trains from Fenchurch street to the city of London.