Campaign urges against road kill

Wednesday 31st of October 2007

A new marketing campaign from specialist firm Comunique 360 urges students to think twice about eating road kill - as they can save money by travelling with Southeastern railways.

The message is just one part of the new GroupSave 2FOR1 campaign.

It is the first time Southeastern has directly targeted students, a societal group it considers potentially lucrative thanks to the existence of so many further education establishments and university campuses in and around London and Brighton.

One of the main creatives shows a chalk outline of an dead animal on a road. Underneath reads the caption: 'Save money. Eat roadkill. Or travel with GroupSave'.

"We understand that students are strapped for cash, and through this campaign we are suggesting a way to have fun and live life to the full without blowing all their money in one fell swoop," Sunara Spires, managing director of Communique 360, commented.

"The new campaign with its 'Save Money' theme is definitely 'out there¹ and speaks to students in their own language without being condescending.

"The campaign will be appearing in a relatively noisy environment so we strongly accented the creative message to make it standout and have instant appeal. The campaign¹s central message gives students a real incentive to travel to the capital where they can catch a show like Avenue Q, and generally eat, drink and be merry for less! Makes a change from the SU bar!"