Changing commuter behaviours with Northern
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The Brand
Northern is the second largest train operator in the UK providing around 2,500 local and regional services every day to more than 500 stations across the North of England.
100 million passenger journeys are made on their network each year and they employ more than 7,000 people.
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The Challenge
Northern Trains wanted to pull away from the sector and achieve a modal shift (moving journeys from car to train) in perception by showcasing the competitive advantages and benefits of travelling with Northern.
We were tasked to empower commuters to consider the train for their commute, and in turn, upgrade commuters to buy season tickets.
Strategy
From deep audience and contextual insight, we identified common themes and concerns for commuters.
By leaning into these frustrations, we harnessed behavioural nudges to create a campaign that flipped any concerns on their head. Rather than being an expensive upfront cost that ultimately saves money down the line, we wanted to showcase how they make life easier and are the most flexible way to travel.
To raise awareness and educate on a large scale, a multi-channel campaign was designed to maximise frequency and deliver on objectives. The campaign strategy spanned five core channels, TV, VOD, Radio, DOOH, and Digital, reaching customers at each stage in their journey.
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Results
People reached at least 12 times
Saved through media buying efficiencies
ROAS YOY (Display Ads)
