Train operator Greater Anglia has launched a new campaign highlighting the “unpredictability of life”.
The marketing drive aims to raise awareness of the train operator’s Flexi Season ticket option, which allows eight days of unlimited travel, in a 28-day period.
The advertising push comes as research, conducted by the firm, showed people were aware of the product, despite commuters wishing for greater flexibility.
Devised by creative agency Atomic London, the campaign showcases Greater Anglia’s animated hare mascot in different formats such as out-of-home, digital and social media.
Louise Rudaizky, managing director at Atomic London, said: “Commuting isn’t as predictable as it used to be. Plans change, meetings move, and some days, you just don’t make it out the door. This campaign taps into that reality with humour, showing that your train ticket should be as flexible as your schedule.”
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“Working with Dustin and Doon allowed us to bring that to life in a way that feels natural and genuinely entertaining, rather than just another ad. The radio spots play on those all-too-familiar moments when everything shifts last minute, because let’s be honest, we’ve all been there,” she added.
The radio ads star Dustin Demri-Burns (Cardinal Burns, The World’s End) and Doon Mackichan, and feature a series of voicemails, where a meeting keeps getting rescheduled.
It will run across out-of-home, radio, digital and social channels.
Bicycle London handled media planning and buying.
David Metherell, head of commercial development at Greater Anglia, added: “We know that flexibility is more important than ever for commuters, but many are still not aware that the Flexi Season Ticket exists or how much it could save them.”
“This campaign is about making that clear in a way that feels engaging and relatable. We are showing commuters that they can travel on their own terms and save money while they are doing it,” he added.
