The company launched a nationwide search for their new voice – spearheaded by Eastender’s legend, Dean Gaffney, who was providing audition tips, advice and knowledge, thus ensuring every person had the best chance possible at bagging this role of a lifetime. A PR and social media campaign went live that was covered in national publications like Metro, The Express and The Daily Post. All those interested in applying were then directed to a Messenger bot through which they could submit their audition.

Users were greeted by an AI version of Dean Gaffney who provided them with details on the competition, how it worked, the audition script and submission instructions. Using the audio message feature on Messenger, they could then enter their final submission. Using Messenger created an easy and cross-platform entry mechanic that allowed users to enter privately.

The winner’s vocal styling would be heard on services across the West Coast route, giving them an audience of over 38 million passengers a year – which is more than three times the total than tuned in to last year’s Britain’s Got Talent final.