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The Brief
Elvis needed to challenge travellers to break their usual travel habits and highlight the advantages of Virgin Trains in an eye-catching and hard-hitting way
Our Solution
Travellers make modal choices based on habit, mindlessly choosing their traditional mode of transport, despite the horrors that it offers. We needed to be truly brave in championing Virgin Trains as the liberating way to travel, and so 'Don't go Zombie, Go Virgin Trains' was truly an idea that only Virgin could pull off.
This campaign brilliantly illustrates the stark realities of air and car travel in a tongue in cheek way with nightmare scenarios of being stuck in traffic jams and airport queues contrasted with the freedoms of train travel.
An innovative interactive game was launched using Google Street View to accompany the Don't Go Zombie campaign, complete with Facebook zombie avatars.
The Results
Virgin Trains said Don't Go Zombie was their 'most successful campaign ever'. We substantially increased more plane and car to the train, and also train travel frequency. The game had a whopping average play time of 5mins 32secs - quality time spent engaged with the brand, attracting over 30,000 plays.