CASE STUDY: The 10:45 from Great Eastern New Product Launch

Provided by Guerilla Creative
Brewing a beer and running in-pub activity to target 20 somethings in Essex with a new group travel rail ticket

What was the Challenge / Background of the Campaign?

If a group of friends are heading out the car is often cheaper than the train. Our rail client, First Great Eastern wanted to tap into this lucrative under exploited market to promote a new product, Group-Save that offered half price travel when 4 people traveled by train together. Research had pinned this down to pre-family adults, not regular train users who could access a station,but how to target them? This campaign pre-dated geo-targeted digital and social and the geography meant broadcast media channels delivered huge wastage.

What was the Campaign Objective?

Raise awareness of the new product Drive rail travel Encourage new users Generate incremental revenue

What was the Solution?

Work with a local brewery to develop a new beer. The 10.45 from Great Eastern. Place the beer in 200 pubs close to a train station served by our rail client. Run themed nights in pubs and support with in bar media, brand ambassador visits and PR support.

What were the Results?

Product sales exceeded all targets and the campaign ROI exceeded the 2 for 1 target. Post campaign research revealed a significant positive attitudinal change amongst the target audience. Peter Robinson First Great Eastern marketing manager commented " I believe this to be the most successful new product launch in the UK rail industry"

What were the Key Learnings of this Campaign?

GroupSave was a revenue generating product when it was promoted off station.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kYoung adults aged 20 to 35
16 - 24
25 - 34
Both
ABC1
C2
OUTDOOR
RETAIL MEDIA
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
East of England10 Jun 19BUILD AWARENESSPRODUCT PLACEMENT
PUBLIC RELATIONS
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