Sam Villis

Task

At M&C Saatchi I was responsible for supporting creative teams to develop user journeys to support advertising campaigns. As part of this I was responsible for defining the user experience for a number of online fames including this game to support a safety campaign for Network Rail.

The creative team at M&C Saatchi were commissioned to deliver a safety campaign for Network Rail, this was to raise awareness of the dangers of trespassing on the tracks. The team planned to use binaural sound to demonstrate how difficult it is to hear the direction of oncoming trains, and developed a short film helping to explain this using a dramatic simulation with rappers Wretch 32 and George the Poet.

As part of this work the creative team wanted to use the functionality of YouTube to further engage the audience and enable them to experience this for themselves.

Result

The campaign was well received and was publicised across sector media.

Camilla Harrison, CEO at M&C Saatchi, said: “It’s one thing showing people how difficult it is to tell where a train is coming from, but it’s quite another giving them the chance to try it for themselves. The combination of the film and the game will engage the public, help them to understand through their own (virtual) experience how hard it is to recognise the direction of moving sounds, and demonstrate how dangerous it is to walk on railway lines.”