Regional train operator V/Line launches 'Guilt Trips' campaign via McCann & MRM

VLine GuiltTrips Website.jpgVictoria's regional train operator V/Line has launched a new campaign targeting the visiting friends and family segment, titled 'Guilt Trips'.

The campaign allows Victorian regional residents to leverage the power of guilt to encourage family and friends in the city to visit more often. By visiting the campaign website, users can send a Guilt Trip message, or even purchase a Guilt Trip ticket to make it easy to bring their loved ones home.

Live for only two days, the Guilt Trips website has already been featured in the CSS Awards and in the AWWWards as a nominee for Site of the Day.

LISTEN TO THE FIANCE SPOT VLine Fiance.mp3

LISTEN TO THE OLD CREW SPOT VLine Old Crew.mp3

LISTEN TO THE EXCHANGE STUDENT SPOT VLine Exchange Student.mp3
Vline Fiance Press & Outdoor.jpgLaunching today, the 'Guilt Trip' campaign includes press, radio, outdoor, online and direct marketing.

Says Paul Matthews, general manager of marketing & stakeholder relations at V/Line: "Growing the visiting family & friends segment is a key focus for V/Line. This market provides a huge boost to regional economies and is an important part of the Victorian State Government's regional strategy. As every country person knows, it's not always easy to get their friends and family in city to come and visit. A well-laid Guilt Trip is a great way of getting your family and friends to visit more often."

Says John Mescall, McCann executive creative director: "Family comes before everything. Vline Joans Son Press & Outdoor.jpgThat's what they say. Unless of course 'they' are your children, in which case the saying is reversed. Guilt is one of the most powerful motivational tools a parent or a friend has. Our job is to help people harness this power for good."

The campaign will run for the next 12 months.

Credits:
VLine
General Manager of Marketing & Stakeholder Relations: Paul Matthews
Marketing & Communications Manager: Daniel Moloney
Strategic Marketing & Campaign Manager: Lisa Stolt
Marketing Assistant: Monica Barrow
Digital Communications Advisor: Simon Lock
Vline Portrait Press & Outdoor.jpgVline Old Crew Press & Outdoor.jpg
McCann & MRM
Executive Creative Director: John Mescall
Creative Director: Annie Price
Art Director: Matt Stoddart
Writers: Natasha Wood & Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Creative Technologist: Ash Pegram
Developers: Cayne Snowden & Rod Levinton
Production: The Craft Shop

13 Comments

Peter Bray said:

Great work, love it.

The guilty party said:

Brilliant

Guilty said:

Made me chuckle... And feel guilty.

Scotty said:

Nice one Stoddy, looks unreal.

Bill Board (all aboard) said:

Excellent strategy and tight idea. Great that it's a tool, not an ad.

Nice creative that solves a defined business problem. Like this a lot.

Tiger said:

Love it - art direction: brilliant.

Mr. Brazil said:

Wonderful

Kate said:

Nice work guys. Lovely idea.

big deal said:


Brilliant. Really, really nice.

Mr.T said:

nice thought there.

FI said:

Lovely work. Well done Matt & Tash.

Wang said:

Good thinking Matt & Natasha

Suggestion said:

There should be a prize for advertisements shown on Campaign Brief that generate 100% positive comments; like this campaign. Not a single bitchy comment - unheard of!

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