EAST MIDLANDS TRAINS
THE HEAD SCRATCHER
How to drive fame and consideration for East Midlands Trains (EMT) whilst promoting key business offerings (Mobile Tickets, Lost Property Service)?
THE IDEA
Using a two-pronged approach, we focused on launching two key business offerings – Mobile Tickets and the Lost Property Service – to help build brand love for EMT.
Just the Ticket (Mobile Tickets)- We challenged celebrated paper artist, Ed Chapman, to portray the nation’s favourite East Midlanders as voted by the public (eg Gary Lineker, Alan Carr and Sir David Attenborough). using 3,000 paper tickets. The number of paper tickets highlighted the amount sold on the network each hour that could now become digital.
Lost in Music (Lost Property) - We partnered with the Royal Philharmonic Concert Orchestra to create the Lost Property Orchestra, inviting musicians to swap their traditional instruments for the inflatable cactus, 6ft surfboard and skis found in EMT’s Lost Property. The orchestra compiled a bespoke piece of music, consisting of 11,304 notes, the exact number of items left on EMT services in 2017. Titled ‘An Ode to my Former Owner’ the orchestra delivered a one-off performance at St Pancras station.
THE RESULT
Our brand-building campaign really made the media take notice of the regional train provider on a national scale.
379 pieces of coverage secured – 17 national pieces, 46 pieces of East Midlands regionals and broadcast hits with the likes of Good Morning Britain, BBC Radio 4 ‘You & Yours and BBC Radio London
One in six people (17%) saw the campaign coverage
81% people were more likely to use an East Midlands Trains service
Awareness of mobile tickets increased by 5% to 26% and sales of mobile tickets soared by 31%
Awareness of the Found It! service increased by 10% after the campaign
FROM THE HEART
“We're delighted with the results. Tin Man delivered really high quality creative and strategic work which landed well both internally and externally. Suddenly people are looking at EMT differently.”
- Andrew Commons, PR & Comms Manager, East Midlands Trains.