V/Line: Guilt Trips, Case Study

The Challenge: V/Line is Australia's major regional train operator. Our task was to encourage family and friends living in the city to visit their loved ones in the country.

Execution: Instead of us doing the talking, we recruited those who knew them best and harnessed the most powerful force in the universe- a mother’s guilt. We invented the Guilt Trip. It was a pre-paid ticket that could be purchased by parents and friends. It all started with a microsite. On the microsite abandoned loved ones could create a personalised guilt inducing message, then purchase a ticket. This was then sent directly to the guilty party in the form of an eDM. We also created booklets to help refine their guilty messages, and print, web banners and radio all worked together to drive traffic to the microsite. Tickets wallets and posters in stations reinforced the campaign from a regional perspective. The travel experience as we knew it was completely rebranded. People no longer went home to visit their parents, they went on a Guilt Trip.

11% increase in ticket sales 400% return on investment.

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Directors: Annie Price, Pat Baron
Art Director: Matt Stoddart
Copywriters: Natasha Wood, Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Planners: Danish Chan, Karl Bates
Creative Technologist: Ash Pegram
Developers: Cayne Snowden, Rod Levinton
Designers: Dave Budd, Melody Yeung
Retoucher: Ross Goddard
Director: Damien Toogood


CrackerJackWorks's picture
15122 pencils

Love it.

Marcao's picture
2854 pencils

Like this a lot.

morse's picture
16609 pencils

Great campaign.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Pedal to the Metal's picture
Pedal to the Metal

This just won a Cannes. Same agency who did dumb ways to die.

Pete R.'s picture
Pete R.
2103 pencils


Art & Illustration

damnson's picture
10029 pencils

Hahahahaha great idea!

An axe murderer of ads.

kleenex's picture
35392 pencils

The whole idea worked,.

sacrilegend's picture
2514 pencils

Hysterical. Well done.

tim_bro1's picture
111 pencils

Best thing in Cannes '14.

Rosso's picture
66 pencils

Guilt money hehe nice :)

Rosso's picture
66 pencils

Guilt money hehe nice :)

Log in or register to post comments