VR Turns Out For Rail Safety Week

VR Turns Out For Rail Safety Week
SHARE
THIS



As one of the newest channels available to marketers, virtual reality (VR) can provide great content marketing opportunities. Treat VR experiences as an event and market them accordingly! Design the experience from the brand down rather than simply creating an activation for the sake of it. Ask first, why are we in VR, what are we aiming to achieve, is our audience here and does it align to our brand story.

Designed strategically, a VR experience can provide content for days – pre-activation stories marketing into the event, the content contained in the VR experience itself, real-time social media activations covering the experience, and content that can be created and released for some time after the event. And right now, with VR still being so new to most people, they are itching to share their experience on their own channels. VR can be a great driver of User Generated Content (UGC).

The most important thing to consider when developing your brand’s first VR or AR experiences is to plan to leverage stories across your other channels, and then measure your results. VR needs to work for your brand and business goals. Like all good content marketing, be strategic and don’t do it for it’s own sake.

Rail Safety Week runs each year around Australia and New Zealand and aims to educate commuters about the risks associated with train travel. With more than 3000 reported incidents each year, Transport NSW working with Sydney Trains wanted to deliver safety messages to customers to increase their awareness around trains and stations. With research demonstrating that experiential learning is more effective in sustaining long term behavioural change, a first-of-its kind VR safety experience was chosen by Rh7thm to be developed for Central and Chatswood stations.

The VR experience was designed to deliver 4 key safety messages to participants. The activity around the VR experience provided marketing opportunities including UGC. Because the activation’s goal was to create behavioural change and ultimately to make commuters safer, a measurement framework was built to test success.

VR social share MR Chatswood VR Central VR VR

Results were tracked and measured to test efficacy of the safety experience. The challenge was to change passenger behaviour at the station with a rich and immersive experience. Working with renowned behavioural psychologist Dr Kate Baecher, we developed a survey to capture data before and after the activation.

Participants were first surveyed to provide a benchmark of their knowledge and attitude towards safety. Then a post activation survey recorded which safety messages they could recall and importantly if they would modify their behaviour in the future becoming more aware of their surroundings and the risks associated around train travel. The immersive and deep learning nature of VR meant that 88% of participants reported increased awareness and that they would change their behaviour around trains. 94% said they loved the experience and 100% of participants said they would recommend it to other people.

The activation created multiple opportunities for real world content:

  1. In the week preceding Rail Safety Week, Transport NSW released VR images to their social channels as pre-promotion.
  2. During the event, participants experienced the deep learning involved with VR and came away with the 4 key safety messages.
  3. Simultaneously a Mixed Reality (MR) version was streamed live on-screen so surrounding audience members could watch the participant within the VR space. In this way passers by were also reached.
  4. This was amplified further when many of these passers-by shared with their social channels.
  5. The MR experience was captured in video and sent to participants via SMS immediately after. These short videos were delivered just minutes after they came out of the VR experience which meant it was fresh and so simple to share out to their social channels. In this way, not only was the Rail Safety brand amplified virally, but the underlying safety messages also found a new audience outside the participants and those that watched on the screen. Cross-channel and multi-channel distribution.

This immediate and simple social activation was key to amplifying reach, especially with the #rsw2017 hashtag. Transport NSW was able to build a brand experience using a new and novel approach with VR to deliver what is normally rather dry messaging – safety around trains. The immersive deep learning nature of VR meant that the safety messages were drilled home to participants and then content was spread across as many channels as possible to engage with audiences and customers. VR provided both education and marketing opportunities for Transport NSW and ultimately Rail Safety Week was successful at making transport customers safer and more aware.

Please login with linkedin to comment

Designworks einsights Rail Safety Week VR

Latest News

Microsoft Says Cannes In Cairns Is Worth Its Salt
  • Media

Microsoft Says Cannes In Cairns Is Worth Its Salt

Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]

by B&T Magazine

B&T Magazine
DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]

IAS Enhances Context Control For Advertisers And Publishers
  • Advertising

IAS Enhances Context Control For Advertisers And Publishers

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]

Picture of a crowd of people holding and raising rainbow flags, symbol of the homosexual struggle, during a gay demonstration. The rainbow flag, commonly known as the gay pride flag or LGBT pride flag, is a symbol of lesbian, gay, bisexual and transgender (LGBT) pride and LGBT social movements. Other older uses of rainbow flags include a symbol of peace.
  • Opinion

Where Did All The Rainbow Flags Go?

This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?

Opinion

by B&T Magazine

B&T Magazine
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

Meta Works With Now We Collide To Champion Aussie Small Businesses
  • Campaigns
  • Technology

Meta Works With Now We Collide To Champion Aussie Small Businesses

Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]