The ‘Action Stations’ campaign, a joint effort by Trainline, Missing People, and Hope&Glory, has achieved remarkable success in the UK. The campaign took a unique approach by incorporating Missing People’s alerts directly into the Trainline app. This integration allowed geo-located appeals for missing individuals to be sent to users in the areas where they were last seen. As a result of this innovative feature, three missing persons were successfully reunited with their families.
The launch of the campaign received widespread coverage on national broadcast platforms like BBC, Sky News, and Channel 5, as well as in print and online publications. Over 753,000 missing people alerts were served via the Trainline app in the first month, leading to a 71 per cent increase in brand favorability among existing users and a doubling of app traffic in the week following the launch. The campaign achieved 100 per cent positive sentiment and reached more than 56 per cent of UK adults through a combination of national and regional coverage.
The success of this campaign has led to its expansion into European markets where it will collaborate with local missing people organizations to replicate its achievements in other countries. Another notable campaign was ‘Rewilding Mode’ by Prime Weber Shandwick for Husqvarna that aimed to redefine lawn care and sustainability by introducing a new feature for robotic lawnmowers. With ‘Rewilding Mode’, users can help preserve 10 per cent of their lawns for pollinators while challenging traditional notions of pristine lawns and contributing to biodiversity. The campaign reached over 218 million impressions across 20 countries showcasing the impact of rewilded zones.
Several other campaigns were recognized including ‘Urban Heat Snapshot’ by Arup and ‘Tidy Roadsides’ by Hubbub for Starbucks that demonstrated innovative approaches to addressing environmental issues while engaging audiences meaningfully. Additionally, ‘More Performance, Less Carbon’ by UM and Greenbids for Spotify showcased how technology can contribute towards reducing carbon footprint while improving performance metrics.
In summary, these campaigns have set an excellent example for businesses to take action towards creating positive change through innovation and engagement with their customers or target audience.
