Challenge: Increase V/Line train ticket sales
Insight: People who move away from regional areas to live in the city often feel guilty about the lack of time they spend with their friends and family back home.
Idea: A new kind of guilt-inducing prepaid train ticket for people in the country to send to loved ones who don't visit enough.
Outdoor: We created separate poster campaigns for city and regional areas, inspiring people to 'gift' and self-purchase Guilt Trip tickets. Our messaging also leveraged key 'guilt events' including Mother's Day.
Radio: We used regional radio to model guilt trip techniques and drive website traffic.
Direct mail: A twenty-five page instruction guide helped regional parents guilt trip their kids into visiting. My own mum, Julie, co-wrote the page on sad-smiling and posed for the example photos.