c2c
Ticketless Travel Campaign
Train companies lose millions to fare evasion each year, so train company c2c asked us to whip up a campaign increasing awareness of the consequences. Since many people believe dodging fares is worth the risk, we devised bold, playful creative centred around the line “Not worth the gamble”, accompanied by hard-hitting and visual nods to the world of gambling. Cue eye-catching imagery of roulette wheels, playing cards and fruit machines to be displayed across the trains and stations along the London-Essex line.
“We’re delighted to launch our new campaign which clearly highlights not only the impact fare-avoidance can have on the taxpayer but also the very real impact on the lives of those who are committing fraud for the sake of a ticket. The new creative from bandstand will be a welcome sight to our thousands of ticket-buying customers and at the same time demonstrates the clear message we have to those thinking about travelling without a ticket – it’s simply not worth the gamble.”
Koby Agagah, c2c
- Tone of voice
- Visual identity
- Social
