GWR Discovery Doordrop.
The best adventures are closer than you think.
GWR needed to reach an audience who simply didn't consider the train for a day out, defaulting to the car or bus instead. The solution was a door drop that landed on doormats within six miles of key stations, each one personalised to the destinations and included some hidden gems within easy reach of the location.
The creative leant into playfulness and interaction. Havas insight showed that 39% of people have a dedicated area for mail, usually in the kitchen. So this was designed to earn its place on the fridge. Stickers to tick off the bucket list, illustrations that brought destinations to life, and a format with enough charm and longevity to outlast the everyday post. Destinations like the restored Lido in Bristol gave the campaign genuine discovery value. Printed at serious scale and tailored station by station.
Client: GWR | Agency: Havas helia | Role: Senior Designer & Creative lead, supported by Aidan Jones
Through insight, Havas knew that 39% of people say they have a dedicated area for display of mail, usually in the kitchen. So this would happily have pride of place on the fridge, with stickers to encourage interaction and ‘ticking off the bucket list’ to be used by all ages.
Guaranteed longevity, from the tactical and fun nature of the piece. Illustrations, type and a playful nature allowed for stand out and cut through amongst everyday post.
