ThisThat
The Insight That Delivered 6:1 ROI: Greater Anglia x ThisThat x Atomic Supernova
The campaign for Greater Anglia harnessed a powerful insight: once people learned about the fast, direct train routes between London and East Anglia, curiosity skyrocketed, leading to increased brand affinity and ticket sales. Atomic Supernova and ThisThat used this insight to craft highly engaging content that resonated with audiences and built positive feelings towards the brand.
The campaign not only achieved the target 4:1 ROI but exceeded expectations, generating £256K in revenue and a remarkable 6:1 ROI. Awareness surged by 76%, with consideration increasing by 56%, attracting 100,000 new customers. By doubling down on content that emphasised speed and directness, the campaign drove an additional 80% boost in awareness and engaged 56,000 more potential customers.
This data-driven approach, rooted in a simple yet effective insight, proved instrumental in transforming Greater Anglia’s brand perception and driving bookings.
