East Coast – Feel at Home marketing campaign
In-a-hurry London commuters can be difficult to engage. So if you’re going to do it, you need to go big and bold – like we did.
Our giant sofa at London King’s Cross station was specially built to launch the East Coast ‘feel at home’ marketing campaign. To coincide with a new TV ad, it promoted the benefits and ‘home’ comforts of travelling with East Coast along their London to Edinburgh route.
Commuters were invited to climb onto the larger-than-life sofa and have their picture taken while a promotional team gave out spot prizes – including a weekend break, mugs, photo frames and Naked Wines vouchers from Rewards, East Coast’s loyalty scheme. The event caused a stir on social media with photos and videos posted by members of the public taking our message even further.
Intermarketing Agency managed the event in its entirety, from the initial concept through to production. This included installation, sourcing and branding giveaways, and organising the street team, security and promotional leaflets for a leisure marketing campaign that was as effective as it was impactful.