V/Line Trains, ‘Guilt Trip’ wins Cannes Lions Grand Prix for Effectiveness.

Written By Pat Baron

CASE STUDY

V/Line Trains
Regional Public Transport Victoria
Victorian Government
Cannes Lions Grand Prix Effectiveness

This is a story about the extraordinary power of guilt to motivate family and friends to visit their loved one’s in the country and sell a whole load of train tickets to boot.

The trains hardest to fill are those travelling against commuter traffic and those in the middle of the day. They represented a huge opportunity.

V/Line’s solution was to create a brand new, highly functional product delivered through one of the most powerful emotional lenses.

Guilt.

DIGITAL

To leverage the power of guilt, online films ‘The art of the Guilt Trip’, Guilt Trip ‘How to’ handbooks and regional media, focussed on teaching country people about the power of guilt and how to use it.

Through a new ticket sales platform – Guilttrips.com.au, people were then able send personalised messages of guilt and pre-paid V/ Line train tickets to their city dwelling loved ones. 

FILM

FILM

FILM

Pat Baron
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AC&E Australian Effectiveness Awards. Winner ‘Creative of the Year’ and ‘Best Customer Retention, Loyalty Campaign’.
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Melbourne International Film Festival, wins Cannes Lion Gold, ‘Creative Use of Data’, ‘The Emotional Trailer’.