UM Clean Up At The Drum's Social Buzz Awards

Published on November 17, 2020

We’d like to offer a huge congratulations to our team at Universal McCann after they scooped four awards at The Drum’s prestigious Social Buzz Awards, including the top accolade of the night, the coveted Grand Prix.

The awards, which celebrate the most effective media strategies from across the globe, were presented in recognition of UM’s work on the ‘You vs. Train’ campaign, which it ran on behalf of Network Rail, working in partnership with the British Transport Police.

The team ‘virtually’ took home the Most Effective Use of Video, Best Charity or Not for Profit Social Media Strategy/Campaign and Best Automotive or Transport Sector Social Media Strategy/Campaign, as well as the sought-after Grand Prix, which goes to the night’s best-of-the-best. The campaign was also Highly Commended in the Best Influencer category.

The ‘You vs. Train’ campaign aims to reduce the number of trespass incidents on the rail network. This phase of the campaign was trying to reach an audience that was known to be averse to receiving safety messages. Rather than trying to make a safety message stand out, the campaign concealed it, Trojan Horse-style, aiming for maximum impact when least expected.It was delivered by a small group of select influencers who were then ‘wiped out’, without warning, in the middle of seemingly innocuous content.

Delivered in conjunction with online broadcaster SBTV, the campaign was viewed 1.5 million times and more importantly, helped to reduce trespass incidents by 23%.

It was a well-deserved win for an absolutely fantastic campaign. Well done to all involved.

To find out more about working with Universal McCann in Birmingham, please contact