Case Study:

Currys: One man's trash is another man's treasure

Challenge

Rail Delivery Group (RDG) experienced challenges in railcard adoption among the 16-24 demographic, amidst increasing competition. The goal was to reposition the 16-25 Railcard as an essential companion for students, leveraging their digital-first behaviour amidst a challenging economic backdrop. Traditional ads were ineffective for this audience, particularly in gaming spaces, where interruptions were unwelcome.

Solution

Using insights from Publicis Match and gamer feedback, RDG embraced Roblox as the platform for an immersive campaign. They created the Railcard Express, a virtual train experience that aligned with players’ gaming habits, allowing them to seamlessly travel between games. Key features included:

A branded train carriage with interactive elements.
A virtual train conductor and departure boards.
In-game rewards, such as a branded conductor hat, for enhanced engagement.

This innovative approach blended real-world utility with virtual immersion, offering value while respecting the gaming community.

Results

Boosted player engagement with millions of in-game interactions.
Elevated brand recognition among the target demographic.
Set a new benchmark in digital marketing, surpassing all key performance indicators.