Contact
Open Menu Close Menu

The challenge

As a company, Network Rail relies on new entrant talent and recruits over 400 apprentices and 200 graduates each year. Eleven has been working with Network Rail on their apprentice and graduate recruitment campaigns for several years now. We used insight gained on their most recent new entrant campaign to propose an idea to drive footfall and engagement at the many careers events Network Rail attends.

We suggested creating a virtual reality (VR) experience for use on the stand. Our client immediately saw the potential and commissioned us to create a suite of six mini games that represent some of the different types of role that are available at Network Rail.

The challenge

The solution

We created a suite of six virtual reality games for the New Entrant Attraction team at Network Rail. These games would give visitors to graduate exhibitions a chance to try out some typical Network Rail career tasks. This involved fixing a bridge strike, spotting leaks in a tunnel and operating a busy signal box. The games were designed to be both fun and entertaining and educational.

The games can be played using an Oculus VR headset and controller. As part of our work on this project, we delivered a face-to-face training session for our client, so they were familiar with how to use the technology themselves and could also train others.


We created a suite of six virtual reality games

We created a suite of six virtual reality games


These games gave visitors to graduate exhibitions stands a chance to try out typical Network Rail career tasks

These games gave visitors to graduate exhibitions stands a chance to try out typical Network Rail career tasks


We delivered a face-to-face training session for our client on how to use the technology

We delivered a face-to-face training session for our client on how to use the technology



The impact

This creative approach and engagement created a memorable, positive and rich brand experience that stayed with graduates and apprentices long after the events had finished.

 

The VR experience has been a great success and there are often long queues of people at events waiting to have a go.

"Eleven are my go to agency for recruitment marketing creative and content. We’ve worked on so many projects over the last two years, but my favourite has to be the VR experience we created to drive footfall to our stand at careers events. People loved watching their friends have a go and then wanted to try themselves. This drove more people to the stand and encouraged them to sign up for further information about Network Rail careers."

HR BUSINESS PARTNER
NETWORK RAIL

+1

We needed to make it easy for our client to get the best out of their investment in the VR experience, so we created a short instructional video detailing how to play the game. 

This was played on a loop on the exhibition stand so visitors could see exactly how to use the headset.

GOT A MARKETING CHALLENGE?
We can help you
solve it, for good.
We can help you <br> solve it, for good.