Purpose of the video:
To launch c2c’s new fifteen-year franchise, they wanted a video to support their communications activity.
c2c’s parent company National Express was awarded a new franchise term by the government during summer 2014, with the new franchise starting in November 2014.
The video was seen as a good solution to convey the company’s investment plans in an engaging way. c2c was also expanding its use of social media at the time, so short videos formed part of this new communications strategy.