They’re only a Guilt Trip away
Client: V/Line Trains
Agency: McCann Australia
Cannes Lions, Grand Prix, Creative Effectiveness.
This is a story about the extraordinary power of guilt to motivate family and friends to visit their loved one’s in the country, and sell a whole load of train tickets to boot.
The trains hardest to fill are those travelling against commuter traffic and those in the middle of the day. They represent a potentially huge opportunity. V/Line’s solution to the business problem was to create a brand new, highly functional product delivered through one of the most powerful emotional lenses. Guilt.
To leverage the power of guilt online films, Guilt Trip handbooks and regional media focussed on teaching country people about the power of guilt and how to use it. Through a new ticket sales platform – Guilttrips.com.au, people were able send messages of guilt and pre-paid V/ Line train tickets to their city dwelling loved ones.
