thetrainline.com’s Lambient media
See the work
thetrainline.com’s advertising famously (and a little more famously, thanks to the team’s efforts) features sheep. With the message that train travellers shouldn’t follow the flock and buy at the station, but should rather be clever clogs rail passengers and buy in advance online.
To support the campaign, we thought that it might be a bright idea to go into advertising on sheep … or “Lambient Media”, as the team promptly christened it.
Thanks to some well-placed advertising in Farmer’s Guardian, we found a couple of willing farmers whose land bordered the country’s busiest trainlines and all was set.
The Daily Express decided that it was worthy of a place on their site on the day of launch and the nice folk at AdAge announced it as their campaign of the week … Others joining the fun included TrendHunting (who featured the film as their top video of the day), the Inspiration Room, Media Guardian, UTalkMarketing and almost 100 bloggers worldwide.
For those who want to see the “making of lambient media” film (no piece of marketing can go into the world without a “making of …” film these days), click the “see the work” link above.