Results at a Glance
- 6:1 ROI
- £256K revenue generated
- +76% awareness+56% consideration
- 100,000 new customers
- 56,000 potential customers engaged
“A commercially accountable campaign rooted in behavioural insight.”
Campaign Snapshot
The Insight
When audiences discovered the fast, direct train routes between London and East Anglia, curiosity surged.
The barrier wasn’t pricing. It was awareness.
The Strategy
ThisThat and Atomic Supernova translated that behavioural insight into culturally resonant, platform-native content built for measurable action.
Rather than overcomplicate the message, the campaign focused on a simple, compelling proposition: fast, direct, convenient travel.
Data informed every creative and optimisation decision.
The Execution
- Creator-led, platform-native content
- Clear speed-led messaging
- Behavioural optimisation
- Real-time performance tracking
The work translated functional transport benefits into culturally resonant creative built to drive measurable action.
The Impact
The campaign exceeded its 4:1 target, delivering a 6:1 ROI and £256K in revenue.
It drove significant uplifts in awareness and consideration, acquired 100,000 new customers and engaged a further 56,000 potential travellers.
This was commercially accountable marketing delivering real growth.
In Conversation at GIMA
“Data sharpened the creativity.”