The Brief

Virgin Trains tasked us with counteracting the perception that it's tricky to find the best value tickets, whilst driving traffic to www.virgintrains.com.

Being a Virgin brand, we needed to engage with consumers in a fun, memorable and typically ‘Virgin’ way, so we took ‘value’ to the fairground, creating a series of games urging people to ‘Beat the System’.

Our Solution

Our ‘Beat the System’ campaign focuses on educating customers about the various tools available to get a cheaper train ticket. Then we brought this message to life through the creative theme of traditional fairground games. There’s a knack to winning fairground games, and there’s a knack to getting cheaper train tickets. By dramatising the benefits of using their value tools (making the games easier to win), Virgin Trains is giving the advantage back to the consumer.

We also developed a new Facebook app to showcase these money-saving tools in the guise of the well-known carnival ‘grabber’ game, with a Virgin Trains teddy up for grabs. Play without the tools and it’s harder to win; the more tools you employ, the better your chances of winning.

The Results