love train
DESCRIPTION
An advertising campaign for Virgin TrainsTRANSCRIPT
The Idea
Long distance relationships are more manageable than ever thanks to virgins faster, more frequent services. We want to create an active online community that believes in long distance relationshipsand run a competition to bring together a couple who will hopefully eventually marry. They will be the first couple to have been brought together by a brand in this way.
“There is only one happiness in life To love and to be loved”
George Sand 1804-1876, French Novelist
Raise awareness of the single status, sign up your friends, and match them up.
from Manchester
from London
WE‘RE CLOSER
Advertise with current dating websites
Drag single status into adspaceTakes you to virgin website withyour details ready to be accepted.
Build Anticipation
How does the competition work?
Singles input their details onto the site and are matched up with potential partners. (there could be an opportunity for a partnership programme with a dating site). They get to know each other through skype calls and publicly writing to each other. The public view their wooing via facebook updates or twitter feeds, drawing them into the story.
They receive different tasks and quizzes that they have to do, which keeps the audienceinterested and helps them to get to know each other, with the incentive to win the worlds most romantic wedding aboard a steam train. romantic wedding aboard a steam train. To win the competition they must appeal to their audience for votes, with updates ontheir thoughts, promote themselves on social networking pages, and engage with thepublics suggestions on what to wear, where to go or what to talk about during their first date. Five couples will be chosen by the public to go on a romantic getaway run by virgin, where thecouples have to blog and let the audience know how they are getting on.couples have to blog and let the audience know how they are getting on. The couple with the most followers will win the wedding as well as a train carriage named after them.
FREETrain
tickets
for one yea
r.
Name: Cathrina WilsonJob: Marketing AssistantDOB: 23.06.1982Hometown: Manchester
Name: Tom ShoreJob: SalesDOB: 02.05.1980Hometown: London
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The Microsite
Users reach out to potential voters to help them win, while keeping themupdated on how the competition is going.
Recorded skype calls for judging + pleas for votes.
diaries of love interests
Songs dedicated to people on Virgin Train Website.
Photos and pictures you’ve made for each other
Indulged in social media
Why do people stay on the site?
How to keep the public interested?
Meet new peopleYou can win a free romantic weekendthe chance to win e 1st class trainticket for a yearwin a legendary marriagelife long famelots of tips to keep a relationship interesting
EntertainmentInvolvementRomanceRelationship advicePrizes
The EndCouple win the extravagant wedding and have a train carriage named after them, which becomes the couplesonly carriage.After their wedding a live TVadvert will broadcast theiradvert will broadcast theirwedding with Sir RichardBranson acting as minister.They then go on to enjoy theirhoneymoon on Necker island