V/Line
Where it all begins

Hit the trail! A new Victoria starts here.

V/Line-Party Line

Problem
In recent years, V/Line has suffered from an identity crisis and continuous downward trends in passengers because of a backward operating model. Many locals consider the V/Line to be transportation used primarily by retirees, and the number of V/Line consumers has stopped growing. In other words, young people do not often take the train as a preferred way to travel.

Target Audience: Gen Z (aged 18-25)

Objectives
Produce visually appealing and engaging social content that broadcasts our brand value and new experience.
Provide activities full of unknowns and surprises to satisfy their desire to socialize in the post-epidemic era.

Strategy
Get GenZ to see V/Line as a great choice to find new experience and release pressure by advertising and executing a relaxed and carnival-themed campaign.

Insight
Travel and parties can be stress relievers for Gen Z who suffer more social contact barriers.

Big idea
Hit the trail, a new Victoria starts here.

Tone
Cheerful, trendy, playful, casual.

Client /

V/Line

Role /

Art

Director

Agency /

Dragon

One

Studio

Year /

2021

Campaign

Idea: Create a ‘party line’ without changing the passengers travel plans.

Form: Run on a festival or theme limited basis rather than alway-on mode.

Holding time: Halloween, Easter, White Night festival, LGBT Pride.

Station platform: Free drinks, snacks and V/Line merch will be provided.

Cabin: Karaoke, band performances, themed dance-off, etc.

Sponsorship: Influencers will show up to vlogging or instagramming.

Promotion:
-Post on social media with a hashtag, the top 3 users with the most likes will receive a prize --V/Line fare-free annual card.
-Participant drawing (prizes: coupons, holiday limited myki cards...)