The ‘Action Stations’ campaign, a joint effort between Trainline, Missing People, and Hope&Glory, successfully implemented its innovative initiative within the Trainline app. By incorporating Missing People’s alerts into the app, geo-targeted appeals were sent to users in the areas where missing individuals were last seen. This unique approach led to a significant increase in the visibility of missing persons appeals and improved the chances of finding them – resulting in the reunion of three missing people with their families.
Upon its launch, the campaign received over 120 pieces of coverage within an hour, including national broadcast features on BBC, Sky News, and Channel 5, as well as extensive print and online articles. Within the first month, more than 753,000 missing people alerts were served through the Trainline app, showcasing the campaign’s immediate impact. Research revealed a 71% increase in brand favorability among existing Trainline users post-campaign, with app traffic doubling in the week following the launch.
With 368 pieces of national and regional coverage across broadcast, print, and online platforms, the ‘Action Stations’ campaign achieved 100% positive sentiment and reached over 56% of all UK adults. Precision targeting ensured that 87% of the regular traveler core audience was reached an average of 2.8 times, demonstrating the campaign’s efficiency in reaching its desired demographic. The campaign is now expanding into European markets, collaborating with local missing people organizations to continue reuniting missing loved ones with their families.
Additionally, the ‘Rewilding Mode’ campaign, developed by Prime Weber Shandwick for Husqvarna, aimed to redefine lawn care and sustainability with the introduction of a groundbreaking feature for robotic lawnmowers. This feature, which preserves 10% of each lawn for pollinators, encourages users to contribute to biodiversity, challenging the idea of perfectly manicured lawns. Partnering with Prime Weber Shandwick, Husqvarna successfully showcased its radar technology through the campaign, leading to 150,000 mowers across Europe supporting rewilded zones. The campaign’s film captured the essence of rewilding, garnering 218 million impressions across 20 countries.
Other recognized campaigns include Urban Heat Snapshot by Arup, Tidy Roadsides by Hubbub for Starbucks, and More Performance, Less Carbon by UM and Greenbuds for Spotify. These campaigns, alongside ‘Action Stations’ and ‘Rewilding Mode’, demonstrate the power of innovative approaches in creating meaningful and impactful initiatives.