gREATER ANGLIA - THE BRIEF

Greater Anglia tasked us to drive off-peak rail travel by positioning their network as the primary escape route for weary Londoners.
As the social lead, our role at Supernova was to translate the overarching brand strategy into a creator-led movement within the launch of a new brand platform.

The insight

Londoners love their city, but sometimes they just need to leave it. We noticed a pattern: when the stress of the capital builds, our audience scrolls, saving trips they never take and watching creators escape from the pain of their crowded tube carriage. With social discovery and "saveable" travel content being major drivers for our target demographic, we focused on turning this passive scrolling into active bookings. Our goal was to bridge the gap between digital aspiration and physical action, making Greater Anglia the obvious solution to city burnout.

The iDEA - UNLONDON

We launched 'UnLondon': a new verb and a social-first movement designed to inspire people to swap the chaos of the city for the calm of the East of England. Defined as the act of escaping London to decompress and relax, 'UnLondon' encouraged our audience to prioritise their wellbeing. By leveraging bespoke creator itineraries, we didn't just tell our audience where to go; we showed them exactly how to ‘UnLondon.’

BRINGING THE CAMPAIGN TO LIFE

Working with Visit East of England, we mapped creator journeys directly to our OOH locations. Every itinerary was filmed by the creator and edited by us with a bespoke ‘UnLondon’ treatment. To turn inspiration into instant action, we used QR codes on physical posters to help Londoners find the bookable itineraries on our campaign hub. We furthered the movement with a bespoke soundtrack and personalised voiceovers for smaller creators to bring the ethos to life in their own unique styles. To ensure the journeys were easy to replicate, every campaign post was tagged with the locations, allowing followers to copy the trips and book them instantly. To ensure the art direction was consistent across the campaign, we took a hybrid approach to production, sharing assets for creators to use in their content or editing their content for them in line with the overal campaign treatment.

  RESULTS

The audience didn't just "like", they acted. We saw the community adopting the language, using UnLondon as a verb, and tagging friends to book.
We proved that Greater Anglia isn't just a transport provider, it’s a gateway to discovery.

8:1 Return on Investment: Confirmed by our econometric model, proving direct commercial impact.

14% Average VTR: Achieving a View Through Rate that was double the category average.

+24% Brand Favourability: Successfully shifting how Londoners feel about the brand.