This just makes me smile.
When the "more bums on seats" pitch brief came into the agency, we were looking to find a different way of approaching this creatively. We didn't want to do a category job for all trains it had to be Southern specific, we also didn't want to do the job of the South Coast tourist board and simply talk about the great destinations that Southern trains go to.
The insight for the brief was sparked off after reading Alain De Boton's The Art of Travel - we wanted to try and work out WHY people feel the need to travel. It's a great read BTW.
Southern trips are all quiet short-haul, in essence great day trips. I'm not sure about you, but often my Saturdays are fairly routine - I can predict with worrying certainty that I will go to the local farmers market, drop off clothes at the dry cleaners, go to the gym, phone my folks and generally potter locally. We briefed creative teams to BREAK THE APATHY OF SATURDAY.
Which was the springboard for Loco Toledo. Loco is a wrestler from a small town in
, where there are very few trains, and having recently arrived in
, is overjoyed to find that there are hundreds of trains going everywhere.
We are also developing the character through social spaces online, such as Facebook , with the hope of a wider roll-out next year. If you travel on Southern you may well see Loco around on your travels.
And don't forget to check out the Southern website for some brilliant online only ticket offers and thought starters for easy places to explore.