COMMENDATION Title: Virgin Trains Agency: glue London Creative director: Seb Royce Art directors: Christine Turner, Simon Lloyd Writers: Simon Lloyd, Christine Turner Designer: Dan Griffiths Planning director: Martin Bailie Web developer: David de la Pena Account director: Julia Fontaine Client: Virgin Trains New-media manager: Nicola Salter Work: www.gluelondon.com/awards/2005/CDA2005
Glue London showed that the dusty world of data-driven acquisition can actually be creative. To entice Britain's public-transport-shy population on to one of Virgin's new trains was a hard enough task. But to get them to try first class took a cunning concoction of e-mail, CRM messaging and online advertising. First, glue tried using variations of imagery and copy to get people visiting Virgin's website. These visitors were then more tightly targeted after the agency studied cookies and databases via e-mail or onsite, offering fares with creative showing how they could travel like high-spending "fat cats".