Connex new campaign is out and I am a big fan. Leo Burnett have created the fictional character of Dr.Martin Merton, who has a PHD in Train Etiquette. He is in Melbourne, Australia to help commuters with train etiquette.
This reminds me of the campaign that Naked Communication did with setting up the fake company for Hypnomarketing. Creating a rich story around a communications idea. The campaign is a great example of Intergrated Marketing Communication.
With intergration being launched around the hub of the website www.martinmerton.com. But then there is free book signings at diffrerent stations. I have seen outdoor media for the campaign and also banners on Myspace. The content (consisting on tutorial videos) of the site was suprisngly funny and risque in terms of advertising for public transport.
Leo Burnett have carried on from their Cannes Shortlisted work for Connex 'TXT whatever the delay'
Photos sourced from Duncan's Print