See how Virgin Trains successfully ran their first ever interactive TV campaign in June 2005.
The Return of the Train campaign aimed to win people's hearts and minds by appealing to the sentimental emotions of the consumer and then follow up by delivering a whole host of persuasive rational facts.
The theme of the TV campaign centred around the timeless romance of train travel and was the lead piece of communication aimed at hearts. It attempted to excite and persuade viewers to engage with rail travel once again. The interactive element provided the rational communication, aimed at minds, and highlighting the benefits of the train service.
To win people's hearts and minds;
To attract new customers from other transport;
To communicate the faster and improved Virgin train service;
To introduce the new Pendolino rolling stock.
"Interactivity offered an opportunity to interact with our customers in a fun and involving way with a game and competition element which incentivised prolonged exposure to the main message of the campaign." Steve McDonald, Marketing Manager, Advertising and Partnerships, Virgin Trains.
Both quant and qual research was undertaken to ascertain what interactors thought of the campaign.
It was found that the vast majority (94%) of interactors were able to clearly describe and recall the ad.
Response among interactors was extremely positive with an avg score of 8.4 out of 10 when asked "how positive do you feel about the Virgin Trains TV ad". Furthermore, a very positive score of 8.2 out of 10 was given for the interactive area.
Positive brand values communicated by the interactive area included being modern, innovative, friendly and entertaining.
"The post campaign research results showed that the objectives were clearly met. Viewers were drawn into the site by the stunning TV copy which appealed to their "hearts". Due to these positive results we will definitely be considering interactive TV for our future advertising". Craig Inglis, Sales & Marketing Director, Virgin Trains