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This year, VIA Rail Canada rolled out its new trains. By 2025, all 32 train sets will run in the Québec City to Windsor corridor. Surprisingly, not many were aware of this. To address this, VIA Rail partnered with Cossette for the Nobody Knows campaign. It aims to inform the public uniquely through a large signage campaign that intentionally excludes images of the new trains.
The OOH ads use humor to convey simple yet impactful messages that entice travelers to explore the new trains. Shortly after the campaign launched, traffic to the VIA Rail website saw a significant increase, proving that discussing the trains without displaying them was a creative approach that clearly connected with the audience.
“After two years of rolling on the tracks, we’re excited to invite travellers to experience our new trains, featuring enhanced accessibility, comfort and space. And why not have a little fun while we’re at it?” said Brigitte Dagnault, Chief Communications and Marketing Officer at VIA Rail. “This unique approach makes the campaign more memorable by getting people to act—or at least react. People are already sharing photos of our ads online. Looks like our strategy paid off!”
The campaign ran in Toronto and Ottawa from May 8 to June 4 and will run in Montreal from June 3 to 30 through both out-of-home and digital media. It will be displayed at various strategically selected points of contact to reach our target audience, including car drivers and public transport users, such as buses, bus shelters, highway billboards, and the metro.
Agencies behind Nobody Knows campaign?
- Agencies - Cossette
- Brand - VIA Rail Canada
(click on the link to view the agency's Vendor Directory listing)
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