Trainline has unveiled its latest ad campaign ‘Choose to Have a Choice’ in collaboration with independent agency Dude.
The campaign plays on the idea that while you cannot choose your family, you can choose the train you desire to travel with on Trainline’s app.
The 30-second TV spot centres around Emma, a metal-head who likes nothing more than rainy days and bald cats. Her passions however are not shared by her family members who instead choose to wear pink t-shirts to commemorate their dog, Leo, in a family photo-shoot.
Planned by Electric Glue, the ad will roll out via TV, OOH and digital platforms across France as the company looks to expand its reach.
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“Now French people have the choice to choose a different train operator when travelling on the Paris – Lyon route, and we are thrilled to enable this in an easy and simple way through our APP and website,” Trainline senior brand manager, Alessia Coletta, said.
“Our ambition is to become the destination where travellers can compare all the trains and book the most convenient solution according to their needs!”
The campaign will air for the rest of this month. The news comes months after WPP-owned Wavemaker secured the right to handle Trainline’s omnichannel media strategy and planning business across its Europe.
DUDE London executive creative director, Curro Piqueras-Parra, added: “Classmates, neighbours, or family, sometimes life doesn’t give us much choice. What we’ve got is what we’ve got. Fortunately, there’s the app Trainline. To launch this idea we created Emma’s family, a film we hope feels relatable to all of us.”
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