Avanti West Coast is looking to raise awareness of customer safety throughout the busy festive period with a mock ad promoting a new brand of low-alcohol beer.
Devised in partnership with social media agency Cubaka, the campaign comes in response to research that revealed accidents – where intoxication is a possible factor – on the mainline rail network increase by about 45% during the festive period.
The work sees the rail operator release its very own low-alcohol beer to fight this problem, supported by a tongue-in-cheek 30-second made-for-social safety film.
Emma Martell, Head of Social Content at Avanti West Coast said: “It’s hard to get people excited about rail safety. So, it was the perfect creative brief to our trusted agency Cubaka.
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“We asked them to tear up the rule book and give us a new kind of public information campaign – and they delivered. The whole business got behind it, helping with everything from can design to finding an award-winning independent brewery in Birmingham to partner with. It was all delivered in just a few short months – no mean feat, and the results speak for themselves”
Running with paid media ads across YouTube and Meta, the work has been strategically launched to coincide with the busy December and Christmas periods for maximum impact.
Olly Honess, Creative Director at Cubaka said: “Understanding that alcohol is involved in such a large proportion of station accidents was a key insight to unlocking this brief.
“We thought if Avanti West Coast could jump on a growing cultural trend, which could actually help solve the problem, it would be more powerful than just another piece of customer safety content, no matter how entertaining.”
