«If only finding someone in Callao was as simple as booking a train with Trainline» – Callao, Madrid

Year: 2023

Agency: Dude London

If only life were as simple as booking a train with Trainline.

Starting from that insight, we began spreading the message and shaping the brand’s identity across different touchpoints – including Callao, one of the busiest squares in Madrid, where meeting a friend can feel as hard as finding your keys in your bag.

But we didn’t stop there.

We kept creating copy based on local insights. For example, in Madrid people often say “no te rayes” (don’t worry) when someone’s worried – not the most helpful advice, but a great excuse for a giant OOH.

«If only not worrying when someone tells you not to worry was as simple as booking a train with Trainline.» Madrid

And just like that, we introduced the brand’s sharp, positive, and ironic tone of voice in the market. Using short, straight-to-the-point messages to grab attention while highlighting the brand’s features.

«We’ve put all trains and fares in one app. You’re welcome.»

«You were looking for a train, you’ve found them all.»

Using the same tone of voice both, for awareness and also for promotions, like this one.

«Use the code MEPIRO and let yourself go. Literally.»

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