Hornby
Bringing authentic hands-on gaming to the next generation.
Hornby is an iconic brand with a wide-ranging customer community.
While older hobbyists and locomotive ‘enthusiasts’ have remained loyal to the brand, growth would only come from greater engagement with a younger, mass-market audience more conversant with digital gaming as their preferred, in-home leisure activity.
How could Hornby prise this audience away from their screens to consider a ‘more authentic’ hands-on form of entertainment?
The perfect platform
We targeted working parents with both the disposable income to invest in the brand and the desire – while out of home for long hours – to ensure their kids have healthy, enjoyable alternatives to screen-based entertainment. We took the opportunity to target these working parents on their commutes.
Railway stations literally presented a perfect ‘platform’ for the campaign and a logical, tactical opportunity for some really engaging outdoor messaging.
Our spoof station information posters blurred the lines between the authentic railway experience and Hornby’s playful spirit.
Winner D&AD Pencil.
Winner 2 Chip Shop Awards, including the Grand Prix.
