PA consulting asked us to work on a targeted recruitment campaign aimed at finding new engineers to join the PA team. Our solution? We ran ads on trains where you find lots of engineers like the London to Cambridge overground route. We used poster panels inside carriages and on backs of seats, with specific recruitment messages, playfully using the language of train travel: ‘First Class Only’ and ‘Essential engineering work’. The campaign really cut through, breaking targets for both job enquiries and applications.