CASE STUDY: Network Rail x Reach

Provided by Reach Plc
Our role in Network Rail's You vs Train campaign, to convey the importance of personal safety around railway lines.

What was the Challenge / Background of the Campaign?

In order to grab the attention of our audience, Network Rail ran eye-catching and unique creative pre-roll ads that feature a fake skip button. When the user clicks the skip button the presenter falls off his chair, which changes the tone of the advert and captures their attention.

What was the Campaign Objective?

Network Rail worked with us to create the You vs Train campaign in order to convey the importance of personal safety around railway lines. The main objective was to raise awareness of railway line trespassing and to reduce the number of incidents.

What was the Solution?

Network Rail ran this campaign exclusively with Reach due to the scale of our audience and data targeting capabilities. We ran 'skippable' pre-roll ads and clickable video skins geo-targeting the main affected locations.

What were the Results?

Clickable Video Skins: Impressions 884,591 Reach 294,863 Clicks 10,918 Click Through Rate 0.12% Negative contextual brand safety was applied using Mantis technology around the words crash, death and accident.35% Campaign recall 87% Of campaign recallers liked the advert 86% Of campaign recallers agree that the ad was informative 65% Of readers say that they know a lot/ a fair bit about the You vs Train campaign 76% Of ad recallers have taken action after seeing the campaign

What were the Key Learnings of this Campaign?

"This innovative campaign really puts audiences into the centre at the click of a button, and is yet another example of the importance of trying new things to create impact, combining our audience and technical expertise to convey a really important message. Our in-house tech team worked closely with the creative team and client to build an interactive platform from scratch, that engaged our readers across the UK and really make them think about rail safety." Nick Wolstenholme Digital Lead Reach Solutions

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kGeo-targeted
16 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Both
ABC1
C2
DE
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All Regions01 Jul 22 - 31 Jul 22BUILD AWARENESSBRANDED CONTENT / MOBILE
BRANDED CONTENT / ONLINE
BRANDED CONTENT / VIDEO
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