Promoting the Trainline app, when neither the app nor the concept of mobile tickets was new, had all the makings of a deathly dull campaign. We needed mass-appeal creativity to visually dramatise booking train tickets via mobiles in one fell swoop.
Using the medium of magic, we challenged Richard Jones, BGT winner, to make thousands of traditional paper train tickets literally disappear in a content-rich campaign.
256 pieces of coverage and more than 2 million video views later, we truly engaged the masses. So much so, the campaign contributed to sales worth over £600,000, and 25,000 sales interactions.