Red Havas was briefed to launch the new TransPennine Express ‘Exstream’, a brilliant new system offering complimentary entertainment and Wi-Fi on board all TPE trains. Our brief was to drive user engagement and sign-up for the system.
Work
TransPennine Express: Hold the Door
The Challenge
The Solution
Red Havas came up with a creative campaign to tap into the cultural zeitgeist by inviting Game of Thrones star, Kristian Nairn, to turn conductor for the day and launch the service North of the Wall in Glasgow Central Station. The actor took up a new role as a train conductor and was filmed ‘holding the door’ for a last-minute passenger. The fun brand film was seeded across editorial and social, as well as Game of Thrones fan sites.
Kristian then joined passengers on board and enjoyed a cup of tea with fans while they watched the first Game of Thrones episodes together using Exstream, with social content sharing his journey for others to enjoy.
The Results
Passenger usage for the Exstream launch beat projections by nearly fifty percent.
National and regional earned media coverage helped drive awareness with nearly 70% of passengers registering for the service
Social content helped #TPEHoldTheDoor reach almost 450,000 people thanks to ensuring Game of Thrones British fan accounts were included in the action
Categories
Brand film, creative, Game of Thrones, Hodor, merged media, TPE, entertainment, PR