2017 Silver Best use of Door Drops

Havas helia Cirencester

Client: Great Western Railway

GWR Spring/Summer door drops

Campaign overview

Great Western Railway wanted to create more journeys.

Calling on the humble door drop, they set out to inspire passengers and help them find new and unusual destinations.

Strategy

Havas helia Cirenester knew that, according to the IPA, successful door drops have long life span, with 39% of people saying they have a dedicated area for display of mail, usually in the kitchen.

The campaign would target not only new leisure users, but also current business commuters, with the goal of persuading them to take the train for different, more inspiring experiences than their usual daily grinds.

Although the team concentrated on areas around 'home' stations, they also wanted to suggest destinations a little further away on the Great Western Railway network that were still easily accessible - broadening the horizons of passengers and getting them to revalue what travelling by train truly brings in the process.

Creativity

The team created a 'keepable' door drop, with a 'stick it on the fridge' factor they knew would be important to the campaign's success.

The design theme was built on the current trend of 'staycations' and the search for new experience, especially by younger travellers. While the playfulness of the graphics conveyed the simple joys of travelling by train.

Content was eye-catching and inspiring, bringing to life the notion of 'adventure starts here'. Suggested 'off-piste' destinations such as 'The Marrs Bar in Worcester' were added to get recipients to think again about what could be experienced with a trip on the train.

Stickers were also added to the piece, which could be peeled off and re-stuck on destinations which had been 'ticked off the bucket list' prompting a longer stay on the fridge, and an integration of Great Western Rail into family life, thus heightening the chance of repeat custom.

Results

Geo-location was used to measure effectiveness across the pre and post-campaign periods.

From the 3 key drop regions of Penzance, Cardiff and Oxford, there was a transactional uplift of 23%, 7% and 20% respectively over a period of 42 days after the door drop.

Team

Holly Meachen (Account Director) Havas helia Cirencester - Ben Matthews (Planner) Havas helia Cirencester - Rachel Hudson (Senior Art Director) Havas helia Cirencester - Danielle Bailey (Senior Copywriter) Havas helia Cirencester - Adam Hopkins (CRM & Loyalty) GWR - Amanda Burns (Head of Marketing) GWR - Lucy Dering (CRM & Loyalty Executive) GWR - Aaron Miller (Design Lead) Havas helia Cirencester - Suzanne Walton (Offline Lead) Havas helia Cirencester - Matt Watson (Senior Project Manager) Havas helia Cirencester - Mike Watson (Creative Director) Havas helia Cirencester - Ian Fooks (Experience Lead) Havas helia Cirencester - Selina Vesey-Hague (Client Partner) Havas helia Cirencester - Freya McKeown (Account Executive) Havas helia Cirencester - Aidan Jones (Designer) Havas helia Cirencester - Simon Wellings (Copywriter) Havas helia Cirencester