Big Dreams Begin on the Train
We created two adverts that served the two journey purposes of commuter and leisure audiences in our campaign for East Midlands Railway ‘Big dreams begin on the train’. To remind customers to continue using East Midlands Railway as their preferred method of transport to travel to London. Acknowledging the impact the train strikes have had, the ad seeks to rebuild trust and a sense of reliability using the brand character Miles.
The adverts - directed by Brad Lubin and produced by Sam George and Tim Marshall, depicts Miles dreaming of where his journey to London will take him on his quest for love or being successfully promoted in his job. The purpose behind these stories is to highlight the benefits of train travel by personifying the beauty and comfort of EMR trains that encourage you into this dream-like state.
Jenna Cowie, Head of Revenue & Marketing at East Midlands Railway, says: “Since we have introduced Miles as our brand character, we have seen great success with him becoming a recognisable and likeable face of our brand to all our EMR staff and customers. This year, we wanted to push Miles further and explore how to build his storyline into something more emotional and memorable for our customers. The Atomic team have certainly delivered, and we are excited to show the EMR staff and customers more of Miles”.
