6/12/2024

Work

Nobody knows that VIA Rail has new trains

by Cossette

This year, VIA Rail Canada (VIA Rail) began putting its new trains into service, and by the end of 2025, all 32 new train sets will be in operation in the corridor between Québec City and Windsor. The catch? Hardly anyone knew about it. Drawing from this observation, VIA Rail collaborated with Cossette to launch a new signage campaign called Nobody Knows. This initiative aims to share the news with the general public in a surprising way — with a massive signage campaign that doesn’t show a single picture of the new trains.

“In 2024, it’s practically impossible not to be aware of things. But because VIA Rail didn’t make a big announcement about its new trains, few people knew that they have the possibility to hop on board these latest models. We figured the best way to spark curiosity was to tell without showing and let people do some digging on their own. That’s what fuelled our creativity.”

Jessica Fecteau, Art Director at Cossette

The OOH ads use humour to convey simple, yet impactful messages that make travellers want to check out the new trains. Just days after the campaign kicked off, visitor traffic to the VIA Rail website increased significantly, demonstrating that talking about the trains without showing them was a creative approach that clearly resonated with the audience.

“After two years of rolling on the tracks, we’re excited to invite travellers to experience our new trains, featuring enhanced accessibility, comfort and space. And why not have a little fun while we’re at it? This unique approach makes the campaign more memorable by getting people to act—or at least react. People are already sharing photos of our ads online. Looks like our strategy paid off!”

Brigitte Dagnault, Chief Communications and Marketing Officer at VIA Rail

The campaign ran in Toronto and Ottawa from May 8 to June 4 and will run in Montreal from June 3 to 30 through both out-of-home and digital media. In collaboration with media partner, Touché!, it will be visible across a multitude of strategically chosen points of contact to reach our target audience (such as car drivers and public transport users), including buses, bus shelters, highway billboards, and the metro.

Credits

Client: VIA Rail Canada

Agency: Cossette

Creative

Anne-Claude Chénier, Patrick Michaud, Gilles Legault, Jessica Fecteau, Steven Morie, Philippe Brassard, Alena Schwing

Strategy

Hugo Martin-Bonneville, Jean-Claude M. Kikongi

Account services

Nadja Décarie, Nicolas Girault, Noémie Niang

Production: Septième

Colette Dumay, Eric Lefebvre

Media agency

Touché!