East Midlands Trains relaunches with heart-warming campaign

East Midlands Trains is relaunching with a series of emotional ads as it aims to build a stronger brand identity.

The ad, created by M&C Saatchi, is an animated film telling the story of a mother whose child left his teddy bear on a train.

She speaks to a lady who works at East Midlands Trains who has a similar spare toy that she sends to the young boy with a note saying the teddy has been on holiday.

There will be two other ads telling similar heart-warming stories.

Nathan White and Ben Daly from M&C Saatchi handled the copywriting and art direction, respectively. The ads were co-directed by Daniel Frost and Paul Layzell through Blink Productions.

The campaign will also run across print, radio, online, social and out-of-home channels. Lida is also working on CRM and direct activity. Blue449 handled the media planning and buying.

M&C Saatchi won the account in 2008 and this is the first above-the-line campaign launch for the brand since 2011.

Kate Squires, the group marketing manager at East Midlands Trains, said: "We’ve recently announced that our franchise will be continuing to at least March 2018 and as part of that, we’re investing around £13 million in a package of customer improvements.

"It’s really important to us that our customers know how much we value them and the ways in which we can make their travelling experience a whole lot more enjoyable.

"We have some great people at East Midlands Trains, and by working with M&C Saatchi, we’ve managed to get across some important messages about our people and the service we offer to our customers."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published