Thetrainline.com faced declining sales growth. To reverse this trend they identified those people responsible for the 81% of train tickets bought at the station on the day. Creative and media strategy applied behavioural economics theory to create effective communications to offline users. Communications placed at all touchpoints in stations, as well as TV, online advertising, search & email marketing, conveyed that buying on thetrainline.com saved an average of 39% versus buying on the day. The creative idea featured a flock of sheep to represent the herd-like nature of people’s current behaviour, compared with the clever behaviour of the human who bought his ticket online. It achieved an incremental £137.8m in revenue in the first 18 months, with a payback of £2.42 for every £1 spent.