Trainline unveils 'wonderfully predictable' positioning with spy-thriller spot

Independent online train ticket retailer Trainline is launching a new pan-European brand platform with a spot that starts as a cinematic spy chase.

"Wonderfully predictable" heralds a move away from one-off TV ads and campaigns for the brand and is aimed at highlighting how the tech company makes journeys easier and more straightforward. 

"I’m very much of the opinion that the most longlasting and exciting brand platforms come from that wonderful moment where you get a genuine customer insight and truth about the product," Lisa Bowcott, European brand marketing director at Trainline, told Campaign. 

"We spoke to customers about what they loved about our product and what they find valuable and what they really loved was how good it was at predicting and responding to their needs. By providing them with complete information about their travel experience,  they got to relax about the journey and really enjoy the wonder of travelling Europe by train," she continued. 

This new brand idea will be brought to life across all channels, in Trainline’s biggest brand investment to date, across UK, France and Italy through January and February. 

The launch film was filmed in Kiev Central Station by up-and-coming director Pedro Martin-Calero at Blink, who mimicked classic cinematic techniques to create a spy-movie style chase scene through a railway station. 

"Am I going to make it? What platform? Where’s my ticket? Everyone has had one of these thoughts when running late to catch a train. To encapsulate that feeling, BBH staged the most intense, dramatic train-related scene possible – a classic spy chase," Hamish Pinnell, BBH creative director, said.

The mounting tension is brought humorously to a crashing halt by a very well-informed and down to earth commuter, promptly disposing of the drama. This part of the ad will be versioned into local languages with relevant train stations for France and Italy and other future markets. 

The scene was filmed in Kiev Central Station. The ad will debut on TV and in cinemas across the UK this January during screenings of the aptly named Hollywood thriller The Commuter

An integrated social media and online campaign will amplify the video content to further increase awareness.

The campaign was created by BBH and media planning and buying was by Blue 449.

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