Greater Anglia Embraces Life’s Unpredictability for Flexi Ticket Launch

Greater Anglia has unveiled a new multichannel campaign to raise awareness of its Flexi Season Ticket. Created by Atomic London, the campaign includes a series of radio spots featuring comic actors Dustin Demri-Burns (Cardinal Burns, The World’s End) and Doon Mackichan (Smack the Pony, Toast of London), using humour to reflect the unpredictability of life, and how that can get in the way of commuting.

The Flexi Season Ticket was originally created during the pandemic, but with national sales of flexible tickets stagnating in recent years, Greater Anglia tasked Atomic London with relaunching the product for a post-Covid world, as a more flexible and cost effective option for commuters with changing schedules. Greater Anglia’s research showed that while commuters value flexibility, national awareness of the product remains low. Many of those who do know about it are confused about how it works or unaware of how much they could save. The campaign aims to overcome these barriers by positioning the Flexi Season Ticket as a practical alternative for people who need eight days of unlimited day travel in 28 days - a perfect solution to the hybrid world many people are now living in.

The push leverages Greater Anglia’s iconic hare mascot, using playful animation to showcase the character across different media placements, from OOH to digital and social assets.

The campaign also includes several comedic radio ads. The spots are based on a series of voicemail messages, where a meeting keeps getting rescheduled for different, often unexpected reasons. Each ad plays on relatable workplace scenarios, from last-minute changes to personal mishaps, reinforcing the idea that commuting isn’t always predictable.

With natural, conversational performances from Dustin Demri-Burns and Doon Mackichan, the campaign moves away from traditional scripted narratives in favour of a realistic, observational style. The dialogue reflects the small frustrations and unexpected moments that often disrupt commuting plans, making the case for a more flexible ticket option.

The campaign is running across out-of-home, radio, digital and social channels, with Greater Anglia’s social platforms hosting further details on how the Flexi Season Ticket works. Media planning and buying is by Bicycle London.

Louise Rudaizky, managing director at Atomic London, said, "Commuting isn't as predictable as it used to be. Plans change, meetings move, and some days, you just don't make it out the door. This campaign taps into that reality with humour, showing that your train ticket should be as flexible as your schedule. Working with Dustin and Doon allowed us to bring that to life in a way that feels natural and genuinely entertaining, rather than just another ad. The radio spots play on those all-too-familiar moments when everything shifts last minute, because let's be honest, we've all been there."

David Metherell, head of commercial development at Greater Anglia, added, "We know that flexibility is more important than ever for commuters, but many are still not aware that the Flexi Season Ticket exists or how much it could save them. This campaign is about making that clear in a way that feels engaging and relatable. We are showing commuters that they can travel on their own terms and save money while they are doing it."