Client: Southern Railway
Meet Loco Toledo, the star of a new VCCP created campaign for Southern Railway.
Loco is a wrestler from a small town in Mexico where there are very few trains. Havnig arrived in England he is overjoyed to find that there seem to be hundreds of trains going everywhere.
He can’t believe that anyone would sit around at home when they could be travelling on Southern to London and other great destinations in the South of England. Loco has made it his mission to get people travelling by train.
To do this, the campaign will see Loco become the face of Southern Railway communications, telling a number of different stories about their service and destinations, as well as supporting a number of promotional messages to drive off-peak and weekend travel – such as a 50% off off-peak travel offer when you book online at southernrailway.com.
Loco will first introduced in a 40” launch TV spot on. The campaign is fully integrated and includes radio, outdoor, press & poster, online display and DM support, all starring our new favourite wrestler.
Loco will have a dedicated page on southernrailway.com and exclusive content is available via his YouTube channel and Facebook page. This is the first work from VCCP since winning the account this summer.
“In a category that is not renowned for thought-provoking or memorable advertising we believe we’ve created a really fun campaign that will change that, and engage and resonate with our audience,” said Gillian Singh at Southern Railway.
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