Thrill with FrecciaYOUNG
Frecciarossa is the symbol of Italian high speed rail. It has always represented the innovation and progress behind the work of a large Group serving the country. By connecting Italy’s major cities at high speed, it has enacted a real revolution in the living habits of Italians, becoming an activator of the country’s development.
2023
Creativity
GOAL
With the new FrecciaYOUNG Fixed Price Offer, Frecciarossa needed a campaign to inspire the under-30s to prefer train travel over other means.
In a difficult economic environment where Italians are ready to cut back on their travel, how can we convince the under-30s – with an omnichannel campaign – to rediscover the beauty and benefits of travel with Frecciarossa?
Reality check: how do we WIN OUR CHALLENGE?
A journey for an under-30 person is never just a move from point A to point B, but discovery, curiosity and encounter.
NARRATIVE ROLE
Inspiring travel with Frecciarossa.
Storytelling that can speak to young people, inviting them to rediscover and grasp every nuance of train travel, with fixed-price offers entirely dedicated to them.
A generational statement for travelers under 30
Showing the experience and pride of traveling to one’s passions aboard the “Freccia”, while communicating with FrecciaYOUNG as if young passengers themselves were doing it.
EXECUTION
An emotional storytelling.
The film tells the story of two protagonists, Anna and Tobia, who meet on a Frecciarossa train on their way back from a trip they respectively took with friends to two Italian destinations, Rome and Salerno: the two immediately get along and become friends on social media, only to later date each other in an even more romantic destination. All seasoned with young language and accompanied by the engaging melody of “Domenica” by Coez.
Execution: DRIVEN BY the concept
Inspiring travel with Frecciarossa with storytelling dedicated to the under-30s that has been able to hurtle past every touchpoint.
We inspired a whole generation to dart.
The film’s excellent output unlocked several touchpoints not initially considered.
This made the campaign reach practically an entire generation, thrilling them with an engaging love story, made even more magical by the melody of Coez. The campaign brought the novelty of the FrecciaYOUNG Offer to all those who can’t wait, now, to whiz on Frecciarossa and Frecciargento trains.
