The inbound campaign was all about getting customers in the US who are planning to travel to Europe to download the Trainline app, providing them the ease of buying train tickets. Footage and photography with people usually perform well, so we decided to create a storytelling that connects the customer with the Trainline app interface.
I worked from scratch to the very end on this ad and it performed really well with American customers, growing the rate of people downloading the app and purchasing train tickets this last spring.