A Perfectly Positioned Brand

We provided a joined up brand thinking to Greater Anglia as they embarked on a 9 year franchise.

The Problem

Winning a 9 year franchise enabled Greater Anglia to action sweeping changes to their service. But with multiple projects, messages and customer demands how could everything come together cohesively and keep audiences interested?

The Solution

We developed a full brand house and central brand promise, ‘Making Life A Little Easier’. From seasonal campaigns, network transformation, destinations and channel switch through to Smart Card conversion this allowed for a consistent tone of voice and sense of purpose. We even ran an internal campaign to ensure every team member across Greater Anglia fully understood the brand and what it means for them day to day.

The results? On target 50% conversion to Smart Card in 2017, 23:1 ROI on our Destination Campaign and 6:1 ROI on our Let The Adventure Begin Summer Campaign despite ongoing engineering works. Transformation was brought to life through VR experiences and an integrated campaign that delivered 2m impressions on Instagram alone.