We are thrilled to have been shortlisted for four Social Buzz Awards, in partnership with our client Network Rail and creative agency partner, Storycatchers.
Our nominations were in recognition of our ‘You vs. Train’ campaign, which aims to convince rebellious rule breakers to play by the safety rules of the railway, or suffer some horrendous consequences.
The campaign has been shortlisted in the following prestigious categories:
• Best Influencer Campaign
• Best Charity or Not for Profit Social Media Strategy/Campaign
• Best Automotive or Transport Sector Social Media Strategy/Campaign
• Most Effective use of Video
As part of the campaign, we were challenged to reduce rail Trespass incidents amongst a rebellious audience that aren’t known for playing by the rules. They certainly aren’t sitting around waiting to consume and share traditional safety messages.
We needed to find out when exactly is the right time to talk to rule-breaking free-thinkers about rail safety? There isn’t anything contextually or demographically relevant – so rather than trying to make a safety message stand out, we concealed it, Trojan Horse-style, aiming for maximum impact when our rebels least expected it.
The campaign was delivered in conjunction with online broadcaster SBTV, with influencers chosen from their stable for their audience profile, reach and, critically, support for the message. SBTV was the perfect platform for our Trojan Horse: peer-to-peer, relevant, agenda-setting and forward-thinking. They and their influencers were willing to take the risks that we wanted to take.
Long-term behavioural change is a hard thing to measure but, along with a whole host of positive interaction from our target audience, trespass incidents reduced by 23% during our campaign period. .
We are thrilled to be nominated, as the awards celebrate the most effective social media strategies of the past year.
The winner’s will be announced on Thursday 12th November, during The Drum’s week long digital summit. Wish us luck!.