The Team brand and communications agency drive awareness of Gatwick Express’s (GX) premium service in their latest campaign – differentiating GX from other rail operators, as well as other modes of transport, and promoting it as the fastest and most convenient route to Gatwick Airport from Central London.
Tasked with evolving the rail operators winter campaign that first ran in September 2018, The Team incorporated full motion capabilities to promote GX’s premium service in their latest Spring 2019 campaign, utilising prime media sites and premium press placements to reach audiences.
Using 3D CGI, campaign characters were transformed into a fully animated suitcase personas to ensure maximum engagement and interaction on D6 digital billboards across various London Rail Terminal and underground stations, as well as on platform projections at Victoria Underground station.
Launched in January 2019 across London, ultra HD digital ribbons running the length of selected tube station escalators were utilised to showcase the campaign and excite audiences. Providing four times more engagement then static images, this premium press placement proved the value in The Team’s new digital campaign approach.
Having created the suitcase personas in 3D CGI meant the thrill-seeking skier could be animated to perform dramatic moves sliding down the digital ‘escalator slopes’.