May 10, 2011
Leading independent rail ticket retailer thetrainline.com has launched an attention-grabbing new advertising campaign designed to help UK train travellers remember where to go to save money on train tickets.
Created by DLKW Lowe, the campaign features 80's pop legends Black Lace performing a unique thetrainline.com version of their catchy, top ten hit song 'Do the Conga'.
Featuring a fully choreographed Conga line with a cross-section of the Great British train-travelling public; a gold lycra clad dance troupe; fireworks; a giant mobile phone and the Kings of Catchy themselves - Black Lace - the ad is instantly memorable.
The first new creative from thetrainline.com in over two and a half years, this new campaign communicates to travellers that thetrainline.com is dedicated to helping customers to make savings on train tickets.
A series of behind the scenes films on YouTube will show 'the making of' the ad. They feature two comedians playing marketing executives from thetrainline.com who decide to bring back Black Lace to recreate a special thetrainline.com version of 'The Conga' in order to make their brand more memorable.
Iain Hildreth, Director of Marketing at thetrainline.com said, "At thetrainline.com we're dedicated to helping UK train travellers make savings on train tickets by buying in advance online. People tell us that they don't always remember to do this so our new campaign is designed to help remind them in a colourful, catchy and instantly memorable way.
"We want people to remember that they can save 43%* on average by booking on thetrainline.com and even make a saving right up to 6pm* the day before they travel. With Black Lace on vocals and that infamous dance favourite The Conga, we're confident our new campaign will certainly get that message across and encourage more people to take advantage of the savings on thetrainline.com to get out and about in the UK by train."
The campaign will also feature on radio and online including homepage takeovers on sites such as MSN, Sky and YouTube - where a special 'Choo Choob' channel has been created as a hub for additional content to support the creative.
The first TV ad in the campaign breaks on 30 April during Britain's Got Talent on ITV1 followed by supporting 10 second spots.
Thetrainline.com has developed this new campaign alongside its creative agency DLKW Lowe; media agency Vizeum and PR agency Seventy Seven PR.