Anomaly Launch Distinctive TV Ads, Reinforcing The Cheeky Brand World Of Virgin Trains

Anomaly has launched an entertaining national campaign for Virgin Trains, including a suite of amusing and distinctive 10 second ads that celebrate the benefits of taking the train versus other modes of transport (like car and plane); showing people that not only is Virgin Trains good value for money, but that there are countless good reasons to travel with the train operator.

The new short-form ads have been designed to drive conversion - and give people a little chuckle - and will run alongside and augment re-runs of last year’s brand-led TV ads, which successfully hit Virgin Train’s initial campaign targets.

However, in a move from the more cinematic style of TV, the new ten sec ads have been created as part of a new brand world Anomaly designed for Virgin Trains on appointment last year, using a visual system that will also be seen across channels such as DOOH and print.

This world has been designed to make the train operator feel “Virgin” through and through, actively rejecting traditional train company body language and advertising, instead opting for a disruptive look and feel and colloquial tone, embodying the feeling of a conversation that might happen between two mates. It’s a world that draws from Virgin’s punk origins and was specifically inspired by graffiti artist Jamie Reid.

The full campaign will run nationally across TV, cinema, VOD, radio, OOH, DOOH and digital, with a special targeted campaign for Leeds.

Unlike the rest of the UK, people from Leeds traditionally leave it late to buy their train tickets. As a result, they have a perception that tickets can be expensive. So, to tackle this head on, Virgin Trains has launched a local campaign that encourages consumers to Buy Before using Leeds’ favourite feathered friend; The Owl. 

As the people of Leeds know, Owls are everywhere in the city; on the Coat of Arms, on the Corn Exchange, next to the museum etc. So, who better to deliver sage advice of buying before and saving money than the wise Leeds Owl? 

This localised campaign consists of TV, Radio, Print, DOOH and Social, having kicked off in Leeds on Jan 15, with a plan to run to the middle of March.

Oli Beale, Executive Creative Director and Partner said ”When Virgin is at its best it has an unmistakable voice. It’s the opposite of most careful, cautious, brands. We’ve created a way of being Virgin-y all over the place, with tonnes and tonnes of ads.

Danny Gonzalez, Marketing and Sales Director at Virgin Trains on the east coast said “The new 10s adverts are the perfect embodiment of our tone of voice. They’re disruptive and give us a great visual currency that builds on our established Look and Feel.

As for the Leeds’ Owls, we’re just happy to be giving them – and their powerful “buying before” inclinations - the media attention they’ve long deserved. ”