VIRGIN TRAINS
#UNFLUENCERS
Writer & Director
Promote the tasty train food offerings by using influencers in a social-first campaign.
THE WORK
When the budget couldn't accommodate celebrity endorsements, we turned to lookalikes. Yes, Nige instead of Nigella Lawson. Surely customers wouldn't notice?!
We executed this campaign in a mock documentary format to let viewers in on the joke. The food offerings were the only elements shot in a commercial style, resembling traditional product advertisements to hammer the point home.
The results were delicious, with 4 million video views and a 97% positive sentiment around the campaign (Remember, this is a train company). For the first time, Virgin Trains achieved its retail sales targets for food and beverages.
We executed this campaign in a mock documentary format to let viewers in on the joke. The food offerings were the only elements shot in a commercial style, resembling traditional product advertisements to hammer the point home.
The results were delicious, with 4 million video views and a 97% positive sentiment around the campaign (Remember, this is a train company). For the first time, Virgin Trains achieved its retail sales targets for food and beverages.
First, we set up the premise in our launch film
Then, we showcased each new food offering with a bespoke “celebrity” endorsement in a social series