Melbourne Metro brings to life its travelling public
March 25 2011, 9:36 am | | 18 Comments
A TV, cinema, print, outdoor and digital campaign created by McCann Melbourne for Metro Trains, portrays its everyday customers as the life and soul of Melbourne’s public transport system. The campaign focuses on the interesting stories of the hundreds of thousands of people that travel on Metro Trains every day and was directed by The Guild’s Craig Maclean.
18 Comments
Oh God, another Melbourne ad with AFL fans!!
This is quality work. Love the tagline, the tone and the story. It also deftly navigates the problem of promoting a transport service that is almost universally despised and underperforming.
Lovely, looking forward to seeing the rest.
Saw this last night on TV and thought it had a quiet charm about it. Before we dump on it, let’s see what the other spots in what has the potential to be a fertile campaign are like. ‘This is me’ , with it’s personalisation plus the double meaning of ‘This is my station’, has the potential to win the punters over to a much maligned public transport system and brand.
Melbourne is AFL 9:48, accept it or move…
Good job of selling Melbourne and the AFL.
Shame the brief was for the trains.
Oh, and the other one’s a great ad for coffee.
I dig it.
The best advertising campaign idea for Melbourne Metro?
Make your trains run on time.
Expected to hate them. Didn’t hate them.
they’re nicely directed, but no massive insight sadly.
Not bad for what must have been an utterly impossible brief. Not sure what it’s meant to achieve, though. I tried the trains in morning peak hour a couple of times this week — never again. The train service is beyond fucked and no ads, no matter how nice (which these are very) will do more than remind people of their intense hatred for Metro. God, I miss Connex — and they were shit.
As the adage says, good advertising will only kill a bad product faster.
I look forward to a speedy solution to Melbourne Metro’s crap product.
Dare I ask? Why does Metro need to advertise? It’s not like there’s an alternative, or the capacity to cope with one more customer during peak hour; or let’s face it on your way home from the football…
This is a lot better than that woeful Connex ad with the guy taking people to work on a lawnmower. Jesus that was terrible.
Quite a nice campaign with some major credibility issues. I look forward to the (true) story of the mentally disabled Footscray guy who missed most of his mum’s funeral because of an electrical fault at North Melbourne Station and how he tried to explain to his family that he was stuck on a train for 45 minutes but no-one believed him and think he’s an even bigger cunt now than they originally thought.
Is that YOUR story 5:12?
I told you this campaign has the potential to strike a rich vein, 9:28.
Not bad. The insight must be to keep it about people because the product is pretty much ratshit. The characters could be more interesting so we might have cared about their story a little. But Ok in a tough category with a busted product.