Tap that App
A sound-led campaign to help British commuters claim their delay repay
Brits are no strangers to learning about travel PSA’s through rhymes and slogans that become everyday lingo. So to launch Trainline’s (Europe’s leading rail and coach platform) “Delay Repay” feature, we created a sound-led campaign to get British commuters to “Tap that App” and get repaid.
With only 1/3 of delayed journeys claimed by British commuters, “Delay Repay” cuts through the common complexity and frustration of claiming compensation for train delays by notifying customers in real-time of compensation they’re owed and helps them get repaid.
To help the UK get back the money they’re owed, we created a catchy ear worm “Tap That App” with a repeatable chorus, designed to build habit amongst commuters of claiming Delay Repay with Trainline.
Performed by buskers in busy commuter areas, broadcast across UK radio and brought to life with a playful music video on Social – the track was engineered to enter the minds of the British public and never leave.
We enlisted the help of 7 train station buskers to spread the word to commuters passing by in high-traffic areas across the country. Each of the buskers shared their performances on TikTok and Instagram, further amplifying the song’s reach to their digital communities.
Liv Harland at London Kings Cross
Jason Allan at London Euston
Amber Mason at Liverpool Lime Street
Alex Spencer at Manchester Piccadilly
Robbie Culley at London Liverpool Street
Dan Treget at London Paddington
Mohsin Naksh at Birmingham New Street
The song was also broadcast across UK radio stations, Heart and Capital Radio, and the full-length song was made available on Spotify for travellers to download to their commuting playlists.
A ‘hands-on’ music video, running as pre-roll ads on YouTube, features a playful visual world with fingers dancing and tapping the app, all in-sync.
Complementing the sound campaign, cheeky digital out-of-home “poked” commuters to try Trainline’s Delay Repay feature across major UK stations including London Bridge, London Waterloo, Birmingham New Street, Manchester Piccadilly, Glasgow Central and more.
