11% of all conversations around the brand National Express mention the song ‘National Express’ by the band The Divine Comedy. Most agencies would suggest using the track in their next TVC but when you’re in the business of earning people’s attention you have to be unexpected.
We issued The Divine Comedy a Cease and Desist across social and turned up at their Brighton gig with a bus to take them to the High Courts of Justice.
A static post became National Express’s most successful post of the last 5 years, gaining 4.5 million views, a mention on BBC radio. Critically, it created a 62% month-on-month increase in talkability.
