Developing a creative marketing brief and campaign concept/idea

For my Masters degree in Marketing, we have been asked to develop a creative brief for a case study for an Australian rail company - Metro Trains Melbourne - concerned about the level of awareness and safe behaviour on and around trains and stations as a result of their passengers becoming more desensitised to existing advertisements and awareness messages.

Campaign Goals

Over 12 months:

• Increase awareness regarding rail safety in young people

• Generate PR and buzz

• Decrease number of near misses and accidents by 10%

• Increase engagement in rail safety with a target of 10,000 local pledges

Brand Positioning

This rail company wants its passengers to be aware of the possible risks they can inflict not only on themselves but also staff and everyone around. They wish to promote a safe and relaxing journey for their commuters.

Target Audience

Young adults (18-26 years old) failed to respond to existing advertisements placed by the company such as audio messages, "designed to shock" ads, etc.

The company will interact with this target audience through social media platforms such as Tiktok, Instagram, and Facebook, twitter (as this is where they spend most of their time) by appealing through ongoing trends, spreading awareness, as well as through the App.

Social Media Influencers

Influencers are encouraged to spread the awareness of the safety campaign for their followers through posts including the rewards from the app and using MTMSafety hashtag as well as tagging the rail company social medias. Influencers such as trainspotters trending on Tiktok.

Owned communication channels

Metro Trains Melbourne has an existing app called metroNotify which allows passengers to set up trips, receive information about delays, etc.

Experience

The already existing app will have an additional points gainer section which will be created with the provided budget of $200,000. The points will be gained through planned trips and by scanning QR codes at checkpoints in safe spaces at stations throughout Australia. Points - MTM points - can then be converted into rewards such as coupons, discount codes or free products with food, travel and wellness companies or unlock new and exclusive levels in the 101 dumb ways to die app encouraging train safety. A percentage from the purchases will be advertised and donated to improving rail safety such as smart stations, under ground passage ways and safety barriers.

Content

The app will provide the main content from which the company will branch off to social media platforms which will encourage the spread of the campaign and create buzz by posting images at "safe checkpoints", images of rewards for example free big mac coupon at McDonalds, tags, and appropriate hashtags. The content will need to be up to date and following of current trends such as TikTok videos. Points will be viewed like air miles. Q and A's on social media platforms will allow passengers to engage. Polls will be put in place to allow passengers to choose which companies they would like to be engaged in the MTM points programme. The brand does not have any creative asset and currently does not use any branded media.