Young Persons Railcard costs £18/€126 and entitles 16-25s 1/3 off UK train fares for a year.They're a large, disparate audience (sixth formers to students to workers) and YPRC has a small budget to reach them. Plus they’re notoriously hard to please, with many sexier brands vying for their attention.Thus YPRC consistently requires impactful ways to build awareness and drive sales, plus opportunities for low cost dialogue. There was no database to fulfil this, but as 93% of existing YPRC holders are online, we knew that email could deliver such a dialogue.

A campaign based around a central creative idea 'don’t be a local'. Press ads played on the fear of being seen as sad locals who never escape their backyard. Ambient pub media and banners encouraged participation in saddo activities and once hooked, teased them that if this was their idea of entertainment, they needed to 'get out more'. YPRC providing the solution.Our innovative media strategy was driven by the creative idea. Ads appeared in titles aimed at young people who do like to get out. Ambient activity (driving online response) took place in pubs selected as 'local' type pubs.

Proof that true integration and challenging creativity (exploiting each medium to the max) are a winning combination. Even our most expensive activity (ambient) achieved an ROI of 119% … other activity generated 10 times the amount spent!Press generated a 24% sales uplift (£1.15/€1.67 per sale) and increased website traffic.Data-gathering generated new names, laying the groundwork for future email sales activity. Plus 34% of competition responders clicked through to the website immediately for product information.

Research showed engagement with the humour. YPRC’s attitude appealed (and drove response!).