ALL ABOARD THE GAME TRAIN
Spark Foundry
Client: Rail Delivery Group
Using Publicis Match, they discovered that gaming, especially Roblox, was the key channel to reach their audience. Traditional ads wouldn't work; gamers hated interruptions but welcomed interactive campaigns that enhanced their experience. The challenge was to design an immersive, engaging experience that gamers would voluntarily engage with. The solution was to create a digital train service within Roblox, aiding gamers' behavior of frequently moving between mini-games. A custom-built virtual train carriage was developed, complete with a virtual train conductor, a branded departure board, and banners inside and around the station. Gamers who entered the train carriage and rode the Railcard Express received a branded train conductor hat as a virtual accessory. The campaign's results were extraordinary. Over half a million journeys and nearly three million station entrances were recorded, leading to a 12% surge in Railcard sales. Brand recognition among the target demographic soared by 20%, and the campaign achieved the best ever CPA, outperforming PPC by 8%. Remarkably, this pitch idea not only saw the light of day but exceeded every KPI the brand had ever seen. The campaign set a new benchmark in digital marketing, blending creativity, technology, and insight to engage and drive business results, as praised by the Marketing Director of the Rail Delivery Group.