Our role in Network Rail's You vs Train campaign, to convey the importance of personal safety around railway lines.
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.
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.
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.
Clickable Video Skins:
Click Through Rate
Negative contextual brand safety was applied using Mantis technology around the words crash, death and accident.35%
Of campaign recallers liked the advert
Of campaign recallers agree that the ad was informative
Of readers say that they know a lot/ a fair bit about the You vs Train campaign
Of ad recallers have taken action after seeing the 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."