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.