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Lambient Media

In U.K., Selling Train Tickets Using Sheep as Billboards

Published on .


For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

First it was cats, now it's sheep. Thetrainline.com recruited a flock of sheep and put them in sheep-size jackets carrying the message that the site can provide competitive rates to train passengers if they book ahead. (The sheep are already used to wearing coats because they are used for showing.) The flock grazes alongside the Reading-to-Gatwick train route, so it is clearly visible to train travelers.

On one side of the jacket is "43%," the average savings from using the site to book in advance of travel, and on the other side there is branding. The "lambient media" exercise will be rolled out across the country in fields next to different train lines if the trial proves successful.

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