Research conducted by the Rail Delivery Group showed a significant amount of hesitancy among a lot of passengers to travel by train. Network Rail wanted to help encourage passengers back to rail travel, following the (partial) lifting of Covid-19 restrictions.
Network Rail commissioned us with the task of creating a behaviour change campaign that would encourage passengers to trust rail travel once again. This campaign was to be run at Network Rail managed stations throughout the country.
We began by reviewing and discussing the research with Network Rail. We could see that a younger demographic (under 35s) were more likely to want to return to using the railway, so we placed the bulk of our focus on this audience group. Therefore, we identified an influencer marketing campaign as the most effective way to reach this audience. This was an integrated campaign with multiple touchpoints. We created the campaign tagline "Adventure awaits! Who's in?" and a striking look and feel that pushed the corporate brand guidelines to create a passenger-friendly campaign.
We researched suitable influencers who would resonate with the target audience, and who fitted within the client's brand and budget. This resulted in four different bloggers being retained, appealing to the different audience personas and presenting four different scenarios, from taking the train to go on a shopping trip to different types of days out.
The creative invokes a sense of forward motion and momentum, and mimics a WhatsApp style conversation that might happen between friends or family discussing plans for the weekend ahead. A wide range of assets were created for the campaign. These included localised floor stickers for Network Rail run stations to welcome passengers back to different stations, as well as Twitter content for different accounts.
As part of this campaign Eleven created a suite of fast-cut, Edgar Wright-style videos that included a conversation happening between friends or family discussing where they might go for an adventure. The videos were deliberately short so that we could use them on a paid social campaign on YouTube and Instagram. They all used a blend of filmed footage, stock imagery and footage and engaging graphics to make the most of the client's budget, while ensuring cohesion to the overall campaign concept.
We identified an influencer marketing campaign as the most effective way to reach a younger audience.
We created a striking look and feel that pushed the corporate brand guidelines to create something passenger-friendly.
We created a suite of fast-cut, Edgar Wright-style videos that depicted a conversation between friends or family.
The campaign included paid social across Facebook, Instagram, Twitter and YouTube. We measured and reported the impressions with some very impressive results. For example, we reported 154% more views on YouTube than had been booked.
Video content was also promoted across seven Network Rail regional Twitter channels with a combined audience of 77,000.
We created the campaign tagline and also researched and shortlisted appropriate influencers for our client.