To encourage a shift from car to rail travel, a participatory campaign invited train-interested Facebook users to vote on discounted ticket options. The winning offer became the campaign’s focus, ensuring relevance through user involvement. It was promoted in a cinematic TV spot showing a commuter on a motorway bridge, rejecting highway frustrations while scenes highlight congestion and routine. The story culminates in the commuter choosing the train, symbolizing a conscious move toward a more relaxed, sustainable option. By blending audience input with emotional storytelling, the campaign positions rail travel as a desirable alternative.