Accelerating digital adoption at Network Rail
CHALLENGE
Network Rail has invested heavily in a suite of advanced digital tools aimed at improving safety and increasing the overall performance of the railway. However, they needed a compelling campaign to boost awareness and drive adoption of these platforms across their workforce. They approached us to create a comprehensive overview of their digital toolkits that would effectively encourage engagement and widespread use.
OUTCOME
This dual-pronged approach successfully secured top-down executive buy-in while simultaneously generating bottom-up enthusiasm. The campaign resonated immediately, cutting through internal noise to spark rapid engagement and measurable behavioral shifts at the leadership level.
DELIVERABLES
To secure buy-in across all levels of the organization and cater to different attention spans, we designed and delivered a multi-tiered suite of visual assets:
- Rich Picture: A highly engaging, single-image visual summary of the entire digital toolkit.
- Hero Animation (6 Minutes): A dynamic, comprehensive video that brought the strategic vision to life.
- Tool-Specific Animations (6 x 1 Minute): Bite-sized, standalone edits focusing on the specific benefits and use cases of each of the six key tools.
RICH PICTURE
The Rich Picture was used at an early stage in our animation development process for the Finance and Commercial Director to explain the progress of the programme to the Chief Executive.
ANIMATION
Explaining the strategy behind the animation.
Rather than overwhelming the audience with the entire toolkit, we conducted a strategic audit to pinpoint six focal platforms. We selected a deliberate mix: underutilised tools that needed an adoption push, alongside highly successful “poster children” of digital transformation to establish credibility.
To drive the narrative, we crafted a compelling script grounded in practical, everyday use-case scenarios. Recognising that senior management were the critical gatekeepers for adoption, we tailored the core messaging to highlight the high-level operational benefits and strategic value most relevant to them. We then bridged the gap between leadership and on-the-ground staff by weaving in powerful end-user testimonials, proving the tools’ practical value in real time.
“Within two weeks, we had over 1,200 views which is amazing for an internal Network Rail video. And senior leaders have been checking their adoption, so it’s working!”
Communications and engagement lead – Digital Toolkits
Network Rail
