Towards the end of last year, our longstanding client EMR approached us for help with a top-secret project. Their covert plan entailed a brand activation campaign that focused on the newest addition to their team – a lovable, friendly, purple character called Miles. After introducing Miles in TV advertising, EMR was planning new and exciting ways to connect the EMR brand with customers.
What better way to realise their ambitions than by installing a free-standing sculpture of Miles at all the major EMR stations; Sheffield, Chesterfield, Derby, Nottingham, East Midlands Parkway, and Leicester.
Armed with the seed creative, m360 got down to the task of turning a digital design into a physical creation. Collaborating with EMR and our sculptor, we brought Miles to life in a proud but friendly pose that encouraged customers to engage with the sculptures and share photos with the hashtag #selfiewithmiles.
Alongside general customer engagement, EMR wanted to inspire travel for leisure across their network. This desire was met through the addition of stylised luggage that aligns with the brand’s identity. The luggage is adorned with souvenir travel stickers implying Miles’ travels.
Despite being involved at all stages of the sculpture process, EMR was still surprised and delighted by the final results, and couldn’t wait to host grand reveals at key stations.
Miles was unveiled at Nottingham station by the biggest Miles fan ever; little Bob (@boblovestrains), who arrived with his own miniature Miles plush toy and a matching aubergine waistcoat. The second sculpture was unveiled at Sheffield station by EMR’s Managing Director Will Rogers, who spoke with the press about his hopes for public engagement with Miles and the wider EMR brand.
Keep a lookout for Miles popping up soon in more stations and take a #selfiewithmiles! What station do you think Miles will pop up next?