An interactive billboard from CreativeRace is intriguing passers-by on Manchester’s Oxford Road, offering commuters and passers-by the chance to peel away a free voucher for unlimited day travel for two on Northern Train routes.
The billboard features 384 free tear-away tickets, as well as a QR code offering a 50% discount, active until February 19, once all tickets are claimed. The billboard’s design shows a variety of professions breaking away from the typical 9-5 office commute.
The creative concept is part of Northern Trains’ Try the Train campaign, and the brief from Northern Trains was to reposition the traditional train commute to appeal to a new range of commuters across the North, allowing Northern to unlock new pockets of growth.
As a result, the billboard design highlighted a broad spectrum of professionals, including beauticians, tradesmen, doctors, and others who may not typically identify with the conventional ‘commuter’ term.
This guerrilla stunt “exemplified CreativeRace’s innovative approach to marketing” and the team collaborated with AMS Media Group to bring the project to life.
Mark Powles, commercial and customer director for Northern, said: “Our new ‘Try the Train’ campaign is ‘exactly what it says on the tin’. We want to encourage people that don’t normally use the train to give us a go, be that for the commute, a night out or weekend away. The ‘tearaway’ tickets are on a first come, first served basis, so anyone interested will need to act fast – but we hope the 50% off will be a nice consolation prize for those that miss out.”
