thetrainline.com App: ‘Brilliant for train stuff. Rubbish for anything else.’
This week sees the launch of thetrainline.com’s new advertising campaign supporting the brand’s free smartphone app. The campaign demonstrates the ability to book tickets and check travel information on the go using a mobile, by boldly celebrating everything that app can help you with as well as everything it can’t, with the playful tag line “Brilliant for train stuff. Rubbish for anything else.”
The TV campaign will first air with a 30” film on April 13 2014 during ITV’s Endeavour, focusing on thetrainline.com’s “save 43% on average on train tickets” messaging. Additional content will be released throughout the year, including live departures information, to check if your train is on time.
The campaign highlights how useful the app is by pointing out everything that is isn’t in fact capable of. In a series of TV executions, the creative follows a man trying (unsuccessfully) to use thetrainline.com app to save him in various non-train-related situations, from an affectionate dog to inexplicable IT problems and sky dives. The creative was devised by DLKW Lowe and directed by Tim Bullock of Hungryman films.
Iain Hildreth, Marketing Director at thetrainline.com comments: “As more consumers are accessing information and purchasing on the go we wanted to communicate everything our app has to offer. We’ve always tried to bring a touch of humour to our advertising and I think we’ve done that again with this new campaign. Hopefully consumers will see that our forte really does lie within the train sector and unfortunately how, as much as we’d like to, we can’t help you out of certain predicaments. But thetrainline.com app can definitely help make travelling by train that bit smoother.”
Jamie Elliott, Managing Director at DLKW Lowe explains “It’s always exciting to evolve a successful campaign for a stand-out brand. thetrainline.com app is a wonderful tool, with lots of great focused functionality which deserves to be celebrated in an honest and irreverent way.”
