Scotland's Railway - Better in the Making
- Network Rail
- Insights and Intelligence
To tell the story of how all those who work on Scotland's Railway have helped to keep the country running during the pandemic and the continued investment being made to modernise our railway; connecting communities and making our railway greener than ever.
The bold idea
A fully integrated campaign across Scotland led by a TV ad produced using a seamless technique to reinforce the momentum being kept up on Scotland's Railway. And then re-purposing the campaign for cost efficiency to support the Greener message around COP 26.
Initial results from the campaign reveal that it had an effect on 83% who had seen it before and 56% seeing it for the first time with 49% of those who had seen the ad took some action especially trying to find out more online and talking to friends about Scotland’s Railway (22% in each case)
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