Workshop campaigns
- 1. Creative work from the final selection workshop
- 2. Following the interviews, 12 people went forward to the next stage – a morning’s workshop for them to have a go at producing a creative campaign
- 3. We gave our applicants a brief for Virgin Trains… • What does the campaign need to achieve? – We need to persuade people taking journeys by car that they should be taking them by train instead • What do you need to produce? – 2 x posters that will appear alongside major roads • Who is the target? – People travelling between cities in cars, when they could be going by train, stuck behind the wheel, grinding their way through traffic jams, losing the will to live… • What’s the message? – You can do more on a train • Why is this true? – On a train someone else does the driving for you. – You can move around. – You can get your work done or fully concentrate on your family or friends. – It’s generally a more relaxing, fun environment. – And it’s actually much quicker – Or…you could be stuck behind the wheel of your car, stressing out, getting irritable, or just zoning out • What sort of personality do we want to get across? – Virgin brands are always cheeky, fun and a little bit rock ‘n’ roll
- 4. They worked in 3 teams of four people. Here’s what they came up with…
- 5. Creative idea 1: Going on a Virgin Train’s like a taste of heaven next to the hell of motorways…
- 8. Creative idea 2: Whereas you’re trapped in a car, you’re free on a Virgin Train
- 10. Creative idea 3: where motorway travel is drab and grey, a Virgin Train is colourful and vibrant
- 12. Creative idea 4: Being in a car with your family is a sapping experience – there has to be an easier way of doing things
- 14. We think that at least three of these ideas have got huge potential. Pretty impressive for an hour’s work…