Following the electrification of the Blackpool/Preston line, Network Rail needed to inform the public about the dangers of the electrified lines, specifically to vulnerable groups like local young people.
We were appointed to help Network Rail raise awareness of the risks associated with the newly electrified line through a safety campaign.
We conducted desktop research, using data from the client to identify who was most likely to trespass on the railway. Our findings showed that young people were most at risk, so we decided to focus the campaign on the media they were most likely to consume i.e. social.
To maximise our client’s budget, we targeted those young people either living, working or studying within a certain proximity of the electrified line i.e. those who were closest to the danger.
Due to their limited budget and timescale, we identified an existing creative campaign creative being used for a similar purpose elsewhere in the business that could be repurposed for this campaign. This saved the client both time and money and delivered a consistent message for their audience.
We took the original content and adapted it for use in motion. We suggested using the parallax technique, which is a simple but effective way of adding motion to still photography – making the resulting advertisements more engaging to the target audience. To make the most of Network Rail’s campaign budget, we took a targeted approach, using social as the primary channel and targeted the people living around the line who were closest to the danger.
Our campaign was published seamlessly across multiple channels. We made use of Snapchat and geotargeting, Instagram, Facebook and Spotify adverts, alongside offline marketing methods like print. To expand our reach, we also reached out to local partner organisations – supplying them with campaign assets to share with their own networks.
We conducted desktop research, using data from the client to identify who was most likely to trespass on the railway.
We made our message more engaging to the target audience by using motion and the parallax technique, which grabs attention without being alarming.
We were able to use our knowledge of the client to maximise their budget for this campaign – connecting colleagues from different parts of the business and ultimately helping to forge a unified approach to electrification campaigns nationally.
We personalised the campaign by taking photographs of the sections of the track between Preston and Blackpool. This meant we could use locally relevant imagery in the campaign.