In 2009-2010 16 million fewer journeys were taken via train and in 2010 cars accounted for 64% of all trips. To address this, the campaign for Virgin Trains encouraged people to re-evaluate their mode of transport choice by highlighting the stressful and often miserable reality of car and plane travel. This was dramatised by the creative idea that travelling by car or plane was a poor, zombie-like decision, particularly when there was the option of taking a Virgin Train instead. This message was communicated via television advertising to champion Virgin Trains, by outdoor and radio to reflect and interrupt consumers’ behaviour, and by Streetview, a Facebook game, eCRM, and digital display to build campaign longevity