The story of AB2K’s Madmess RRV was bound to result in success at the Rail Staff Awards. The plant hire specialist’s took home the Marketing and Communications Team award after an eccentric and innovative campaign launched during Covid.
During the lockdown, Managing Director John Murphy saw potential in an old Mitsubishi van that was parked in the AB2K yard. With the right design, look and communications strategy, the van would become a phenomenon known as Madmess.
John’s idea was to create an RRV with a twist. The inside layout includes a seated area for seven, hot drinks, hot water, hot food, and a separate toilet. Outside is tribute to Madness, with the ’One Step Beyond’ album cover of the famous nutty train pose. As soon as it went out on the road the van brought smiles to hundreds of rail staff and the public. It also caught the attention of the band themselves.
Mark Bedford, the band’s bass player was first to see it and immediately shared it with the rest of the band in their WhatsApp group. He then he got in touch with the AB2K Marketing team to pass on his love of the vehicle and followed this up with a recorded video response. The video went viral almost immediately and was celebrated on numerous Madness fan sites.
Marketing and PR helped push the story into the press, well beyond the rail industry, and it featured online and in print across several national publications.
John Murphy, managing director of AB2K’s parent company, Quattro, said: “We’re delighted to win the marketing award for AB2K Madmess. Marketing is about taking risks, and that’s something we are fearless to. The Madmess Campaign Rail Staff Award has taken AB2K one step beyond!”
The AB2K team was rightly rewarded for taking a maverick approach and having the bravery to do something different.
QTS Marketing Team, QTS Group Ltd
Lynn Crump – G&W Uk, Genesee & Wyoming Uk (Freightliner)