Student life isn’t always a pleasant journey. Luckily, that’s what the train is for.
The number of students traveling home by train had been steadily declining. Irish Rail needed to address this issue, reminding students of the relative perks of rail travel, and offering them a few chances to win a first class journey back to Mum and Dad.
CHALLENGE
We needed to speak to students in a way they would appreciate, getting down to the real experience of student life without being condescending or out of touch.
SOLUTION
Capture low-point moments of student life, and use them to drive consideration, and send students packing back to their folks for a bit of 'looking after'.
RESULTS
Thousands of tickets sold, journeys taken, and baffled engagement created.
AGENCY: Publicis Dublin
Student life isn’t always a pleasant journey. Luckily, that’s what the train is for.
The number of students traveling home by train had been steadily declining. Irish Rail needed to address this issue, reminding students of the relative perks of rail travel, and offering them a few chances to win a first class journey back to Mum and Dad.
CHALLENGE
We needed to speak to students in a way they would appreciate, getting down to the real experience of student life without being condescending or out of touch.
SOLUTION
Capture low-point moments of student life, and use them to drive consideration, and send students packing back to their folks for a bit of 'looking after'.
RESULTS
Thousands of tickets sold, journeys taken, and baffled engagement created.
AGENCY: Publicis Dublin
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