Trainline

Delivering The Impossible For Trainline

A creative campaign for Trainline For Business that celebrated travel bookers in businesses, from PAs to assistants, as they deliver the impossible every day. It successfully engaged travel bookers, building a community and moving the audience to tap the Trainline for Business app.

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Challenge

After experiencing huge success with their B2C arm, Trainline needed to increase awareness of their business offering: Trainline for Business, growing registrations and online sales with people who book business travel. This wasn’t about shiny TV ads, we needed laser-sharp targeting with stop-in-your-tracks creativity.

Approach

Working closely with Trainline as strategic consultants, we clarified Trainline for Business’ product positioning. Deep audience analysis through social listening and market research pinpointed opportunities with travel bookers to increase sign-ups.

These insights fed into the overarching creative campaign: #DeliveringTheImpossible, that tapped into the culture of our target audience, celebrating the weird, wonderful and sometimes under-appreciated tasks that travel bookers often do.

With a competition at the centre, this campaign built an engaged community and gained virality through user-generated content.

“I love what Digital Radish have done here. This is the type of content I want to keep running with; it’s different, and it promotes Trainline whilst also providing value to our audience.”

Charlotte Turner, Marketing Manager, Trainline