CLIENT:
AVANTI WEST COAST

BRIEF:
ENGAGE CUSTOMERS ABOUT RAILWAY SAFETY, WITH FOCUS ON REDUCING ALCOHOL-RELATED ACCIDENTS DURING FESTIVE PERIOD

ROLE:

  • Wrote & RECORDED THE Original Safety-Themed Christmas Jingle

  • Staff Choir Coordination

RESULTS:

  • 25% reduction in accidents involving intoxicated passengers in four weeks post-launch

  • 13% year-on-year decrease in overall incidents

  • 100% reduction in intoxication-related staff assaults

  • 328 media pieces (1,300% above target)

  • 22 million broadcast reach

  • 3.1 million editorial reach

  • 64,000+ organic social impressions

  • 3.13% engagement rate

  • 3.1 million paid impressions

  • 59% viewer retention rate (15+ seconds)

  • 50% increase in Birmingham Brewing Company webshop sales

COVERAGE:

  • BBC

  • ITV Granada

  • ITV online

  • The Independent

  • Mirror

  • The Scotsman

  • Jeremy Vine feature