‘Students, Go Home'
With funds being tight, students were increasingly choosing to take the bus back home to see their folks. Irish Rail needed to connect with students in a direct and impactful way and try convince them otherwise.
Being loud, being cheeky and being fun.
We know students don't want to slum it on the bus, so we gave them the chance to win a free ride home, while extolling the virtues of train travel throughout our campaign.
A huge number of competition entries, coverage in the national press, and a whole load of laundry being sent home to Mum, via train.