Meet Loco Toledo, the star of a new VCCP created campaign for Southern Railway. Loco is a wrestler from a small town in Mexico where there are very few trains. Having arrived in England he is overjoyed to find that there seem to be hundreds of trains going everywhere. He can’t believe that anyone would sit around at home when they could be travelling on Southern to London and other great destinations in the South of England. Loco has made it his mission to get people travelling by train.
To do this, the campaign will see Loco become the face of Southern Railway communications, telling a number of different stories about their service and destinations, as well as supporting a number of promotional messages to drive off-peak and weekend travel – such as a 50% off off-peak travel offer when you book online at southernrailway.com.
Loco will first introduced in a 40” launch TV spot on November 1st. The campaign is fully integrated and includes radio, outdoor, press & poster, online display and DM support, all starring our new favourite wrestler. Loco will have a dedicated page on southernrailway.com and exclusive content is available via his YouTube channel and Facebook page. This is the first work from VCCP since winning the account this summer.
Gillian Singh at Southern Railway has been the lead client on the campaign and said, “In a category that is not renowned for thought-provoking or memorable advertising we believe we’ve created a really fun campaign that will change that, and engage and resonate with our audience.”
Peter Grenfell at VCCP commented, “Our challenge was to create a campaign that delivers against both brand and commercial objectives. We think Loco is just the person to do that!”
Creds
Project name: Go Loco Go Southern
Client: Southern Railway
Brief: Deliver a campaign that drives awareness and engagement with the brand but also supports some key commercial objectives
Creative agency: VCCP
Agency Producer: Vanessa Butcher
Copywriter: Ken Taylor
Art director: Gavin McDonald
Planner: Stuart Parkinson
Media Agency: MediaVest
Media planner: Rachel Hill
Media Spend: n/a
Production Company: Another Film Company
Director: Nick Jones
Post-production: Rushes Audio post-production: Grand Central
Exposure: TV, radio, print, outdoor, PR, Direct and digital
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For further information please contact Sarah Adamson, Marketing Manager at VCCP on 020 7592 7478 or visit www.vccp.com
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well-earned reputation as one of the most innovative agency forces working in the UK. VCCP believes that you don’t have to outspend you competition, just outshine them. Clients include O2, comparethemarket.com, McDonalds, Muller, Very, Jordan’s and COI. The agency has also built a reputation for work that works. VCCP has won more effectiveness awards than any other agency its age.
Recent activities include:
• Winning the Department of Health and Home Office Sexual Health account
• Winning the McDonalds Employer Branding account
• Wining the npower integrated account
• Launching The O2 now the world’s most popular entertainment venue
• Launching ICON an agency bringing together the skills of digital, PR and advertising
