"The Guilt Trip is a pre-paid V/Line ticket that friends and family in regional Victoria could buy for those living in Metropolitan areas.
To drive awareness of the Guilt Trip ticket we used traditional media and PR to kick things off. We then leveraged the power of guilt and got regional Victorians to do the selling for us. Online films, regional media and Guilt Trip DM handbooks all drove people to a new website that allowed people to buy tickets and send them with a guilt ridden message.
We used social as another vehicle to guilt and share the message. We saw a 15% increase in off-peak sales with an additional 123,000 tickets sold, smashing our 5% KPI. Guilt Trips generated $4 Million in additional revenue; exceeding our KPI by 167%.
The campaign has been awarded globally, most recently winning the Creative Effectiveness Grand Prix at the 2014 Cannes Lions Festival." in www.mccann.com.au The Creative Thinking Masterclass with Yonathan Dominitz is coming to Lisbon on March 13, 2015 - Learn more here