CASE STUDY: I'm a Great Westerner Experiential Campaign
Provided by Blackjack Promotions
Blackjack created a Christmas themed experiential campaign for First Great Western, with great success.
What was the Challenge / Background of the Campaign?
British train operator First Great Western teamed up with Blackjack to launch an experiential Christmas campaign at Paddington & Reading Train Stations to engage with new and existing First Great Western customers.
What was the Campaign Objective?
The campaign objective was to raise awareness of the benfits of online renewals to existing First Great Western season ticket holders.
What was the Solution?
Passengers travelling through Paddington and Reading train stations could drop by First Great Western's giant snow globe to have their photo taken inside and printed on-site to take away in exchange for data. The data capture drive was part of First Great Western's strategy to convert existing season ticket holders to online renewals and promote the benefits of doing so. The experiential activity ties in with First Great Western's 'I'm a Great Westerner' ad campaign to highlight the range of destinations that it covers.
What were the Results?
The campaign was a huge success - a large number of people took part over the three days and submitted their data. Due to the success of the campaign, the activity was extended to a further day in Paddington Station
What were the Key Learnings of this Campaign?
Memorable, high impact, eye catching and generally good fun! Commuters loved the experience and were willing to part with personal details, for the purposes of data capture, for the opportunity to share their photos and have a good time. Offering the chance to print a photo there and then left the commuter with a souvenir to take back with them.