Union Pacific National Public Safety Campaign

THE CHALLENGE

Demonstrate Union Pacific’s commitment to public safety by continuing to educate drivers and pedestrians on the importance of safe behavior when driving or walking near railroad tracks.

THE SOLUTION

We repurposed existing safety messaging and creative into new and compelling executions, such as interactive YouTube TrueView content that allowed viewers to choose their own video endings. To complement our traditional media tactics, we implemented a multi-channel digital awareness campaign that was targeted to reach nine key markets across the Union Pacific service area. The performance of each execution was tracked, analyzed and optimized to ensure the maximum amount of views and impressions.

THE RESULTS

Overall, the campaign exceeded the estimated four million video views with over 6.8 million completed views at a cost per view (CPV) of $0.19. And due to optimizations made throughout the campaign, each media channel met or exceeded key benchmarks for performance

Additional Projects

allAdvertising & MarketingBrand AwarenessBrand IdentityBrand Strategy & DevelopmentCampaign DevelopmentCollateralDigital Content DevelopmentEmail MarketingMobile MarketingOut-of-Home AdvertisingPoint of SalePublic RelationsSEO/SEMTV/RadioUI/UXVideo ProductionWeb DesignWeb Development allBranson Convention CenterClaycoCrane Merchandising SystemsEnterprise Commercial TrucksEnterprise Fleet ManagementGardner DenverGreen Light InnovationsHannibal Regional Healthcare SystemHarris Products GroupLindenwood UniversityLuxcoManna ProMetro ImagingMurray-Calloway County HospitalNidec Motor CorporationParker Hannifin – Sporlan DivisionRanken Technical CollegeSpectracideThermo KingTraneUnion PacificXIOLINK
Lindenwood – Like No Other Union Pacific 2016 Crossing/Pedestrian Safety Campaign RideFinders Metro Imaging – The Clear Choice Thermal Dynamics – New Product Launch Parker Hannifin – Sporlan Division – Zoomlock Manna Pro Forney Manna Pro – Senior Campaign Parker Hannifin – Sporlan Division – Smart Service Tools Protective Asset Protection – Vehicle Protection Plan Launch U.P. Cares – Safety Campaign