PAT BARON chief creative officer mccann australiacreativebaron@gmail.com

Guilt Trip

Every year, young country Victorians from across the state migrate to Melbourne to start new lives and rarely come back. V/Line Australia’s biggest regional train operator, wanted to increase visitation rates from the city to the country. These new to Melbourne Victorians would still have strong ties to the country, but the lure of the big city lights was pulling them the other way. We weren’t asking people to simply take a V/Line train trip, we we’re asking them to leave their new lives, their new friends and get on a V/Line train to travel hundreds of kilometres to see someone they otherwise weren’t planning on seeing.

To do this we needed to give people a reason to go back to the country. V/Line knew that they weren’t asking their target to make a rational decision and that the solution needed to be functional and emotional.

THE IDEA
The solution to the business problem wasn’t to advertise the trains, but rather create a new product that delivered a brand new, highly functional product delivered through one of the most powerful emotional lenses. Guilt. 
The idea was simple, the Guilt Trip. The Guilt Trip was a new ticket which came with all the tools mums needed to guilt their kids into visiting them. Traditional media and public relations were used to kick the campaign off, with the State’s Transport Minister launching the campaign. The idea that it was now possible to purchase a Guilt Trip was novel enough to gain great traction in regional press and television networks.

THE GUILT TRIP TICKET
A pre-paid train ticket sent to family and friends from the Guilt Trip website.

Patrick Baron Guilt Trip Ticket

PRINT & OUTDOOR ADVERTISING
Paid outdoor, press also brought the idea to life and guilted young people to return home to visit their friends, and families.

Patrick Baron Guilt Trip Robbo

 

Patrick Baron Guilt Trip Visited

 

Patrick Baron Guilt Trip Portrait

 

GUILT TRIP WEBSITE

A dedicated website designed to create tailor made guilt inducing messages to family friends. You could write your own message or select one from a list. You could also buy a Guilt Trip ticket to ensure a visit from a loved one.

The Guilt Trip platform was also designed to allow users to very publically, guilt their family and friends to come home – through Facebook and Twitter.

Patrick Baron Guilt Trip Website Homepage

Patrick Baron Guilt Trip Mobile

THE ART OF THE GUILT TRIP VIDEO
Expert videos in the art of guilting family and friends back home.

The Pub

The Message

Dead Soon

Unhappy Snap

CREDITS
EXECUTIVE CREATIVE DIRECTOR   /   John Mescall
CREATIVE DIRECTOR   /   Patrick Baron   /   Annie price
ART DIRECTOR   /   Patrick Baron   /   Matt Stoddard   /   Danielle Milazzo
COPYWRITER   /   Natasha Wood   /   Tristan Graham   /   Jake Mclennan   /   John Mescall
GROUP ACCOUNT DIRECTOR   /   Adrian Mills
ACCOUNT DIRECTOR   /   Alec Hussain
PRODUCER   /   Mark Bradley
DIGITAL PRODUCER   /   Ash Pegram
DIRECTOR   /   Damien Toogood
PRODUCTION COMPANY   /   Come To Moma
GRAPHIC DESIGNER   /   Melody Yueng   /   David Budd
RETOUCHING   /   Ross Goddard

Comments are closed.

RSS TED
  • Creative ways to get kids to thrive in school | Olympia Della Flora
    To get young kids to thrive in school, we need to do more than teach them how to read and write -- we need to teach them how to manage their emotions, says educator Olympia Della Flora. In this practical talk, she shares creative tactics she used to help struggling, sometimes disruptive students -- things […]
RSS Campaign Brief
RSS Fast Company
  • Indoor farms full of dandelions could be our future source of rubber
    Rubber plantations are a major source of deforestation, but there’s another place to get the material: inside a dandelion’s roots. Now scientists are engineering the weed to grow in indoor farms–and with as much latex as possible. Inside a lab at an Ohio State University research center, scientists are genetically engineering a dandelion that could […]