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This is the info you're looking for from our archive, but while you're here, stay a while and have a look around.
First New Trains Launch Video
client:
FIRST TRANSPENNINE, KEOLIS, FIRST GROUP, SIEMENS, HSBC
project:
ARE YOU READY?
Internal communications with a film trailer twist.
the background:
First is the UK's largest surface transportation company with a turnover of nearly £2.7 billion a year and some 67,000 employees across the UK and North America. Transpennine Express, one of the company's successful UK passenger operations, provides intercity services between the North West, Yorkshire and the north east of England.
When First Group and Keolis were awarded the Transpennine franchise, they announced the introduction of new rolling stock, delivering benefits to passengers through improved operating performance and enhanced service quality. The design, construction and launch of these 51 new DMU desiro 185 trains, at a cost of €500M, would be a complex and challenging process, involving many interested companies.
the brief:
The marketing and communications team at First Transpennine approached iceni to create a documentary about the launch of the new trains. The DVD project, to be launched in mid 2006, would introduce the trains, give background about the company and demonstrate their commitment to the future of the Transpennine route.
But before the new trains start to appear in service in early 2006, the internal communications team wanted to show an exclusive preview of the Pennine class 185 desiro to frontline staff - drivers, conductors and station staff - and key stakeholders - Network Rail, regional/local councils, MPs, and regional development/tourism organisations. The preview would represent in two minutes the magnitude of the task, capture some of the excitement of the achievement, and do this in an unexpected and memorable way.
the strategy:
In partnership with the communications team, iceni developed the idea of a movie style trailer; a preview of the forthcoming documentary and the summer 'blockbuster': the new desiro 185. Are You Ready? would be sent out as part of a Christmas 'goody bag' for all First Transpennine staff.
The title, Are You Ready? conveys the drama, challenge and excitement that accompany any large scale engineering project. The audience is encouraged to question what the Pennine class 185 means to them and the difference the new rolling stock will make to their job. The trailer will demonstrate that each and every member of staff is part of the preparation for the launch in 2006.
Are You Ready? would include only a few fleeting glimpses of the train itself, focussing on the engineers, technicians and managers of First Group, Siemens, Keolis and HSBC working towards the launch of the new trains.
the result:
The fast paced, dramatic style of a movie trailer suits the subject matter perfectly. The production crew captured some fantastic running shots of the Pennine class 185, filmed on location at Siemens' Wildenrath facility. In post production the images were graded to give a dramatic, filmic look. The director, working with the communications team at First Transpennine, included key soundbites from the designers and engineers working to get the trains delivered on time and ready for service. These short clips express the real, demonstrable drive amongst everyone involved in the project - to make a change to the Transpennine route - and make a difference to the customers' experience by delivering the best possible rolling stock.
the feedback:
Are You Ready? received its premiere at the Annual Railway Ball at the Grosvenor hotel in London, in front of an audience of senior representatives from major rail and railway industry companies. The reaction was a moment of stunned silence followed by rapturous applause.
After the presentation of the DVD in the Christmas goody bags responses were collected from First Transpennine staff:
'This is the first time I have seen this style of approach - very slick and professional. Presented as a blockbuster trailer building up the anticipation of something spectacular that everyone will want to see.'
Interim Finance Director
'The video immediately captured the key aspects of the improvements expected of the units for both customers and operator........and it gave me a bit of a buzz.'
Performance Engineer
'It built up my expectations especially as it seemed to speed up as it went along. I can't wait to see the full DVD and the full customer experience.'
Deputy Head of Stations
'We could have produced a leaflet or a handbook or any of the usual pieces of communication, but we didn't. We wanted something that would make our staff sit up and really take notice. And we've got it in this DVD.'
Marketing Manager
'I watched the dvd and the train looks great, the comments from the experts are very positive! And I hope that our passengers will be impressed.'
Station Supervisor
'The DVD demonstrates innovative and forward thinking and illustrates the thoughts, application and hard work that has gone into designing a train that will meet the demands of the customers.'
Site Engineer
'A professionally produced DVD that fully engages the viewer, and really builds anticipation. I cannot wait to see our new trains now!'
Compliance Manager
client:
FIRST TRANSPENNINE, KEOLIS, FIRST GROUP, SIEMENS, HSBC
project:
ARE YOU READY?
Internal communications with a film trailer twist.
the background:
First is the UK's largest surface transportation company with a turnover of nearly £2.7 billion a year and some 67,000 employees across the UK and North America. Transpennine Express, one of the company's successful UK passenger operations, provides intercity services between the North West, Yorkshire and the north east of England.
When First Group and Keolis were awarded the Transpennine franchise, they announced the introduction of new rolling stock, delivering benefits to passengers through improved operating performance and enhanced service quality. The design, construction and launch of these 51 new DMU desiro 185 trains, at a cost of €500M, would be a complex and challenging process, involving many interested companies.
the brief:
The marketing and communications team at First Transpennine approached iceni to create a documentary about the launch of the new trains. The DVD project, to be launched in mid 2006, would introduce the trains, give background about the company and demonstrate their commitment to the future of the Transpennine route.
But before the new trains start to appear in service in early 2006, the internal communications team wanted to show an exclusive preview of the Pennine class 185 desiro to frontline staff - drivers, conductors and station staff - and key stakeholders - Network Rail, regional/local councils, MPs, and regional development/tourism organisations. The preview would represent in two minutes the magnitude of the task, capture some of the excitement of the achievement, and do this in an unexpected and memorable way.
the strategy:
In partnership with the communications team, iceni developed the idea of a movie style trailer; a preview of the forthcoming documentary and the summer 'blockbuster': the new desiro 185. Are You Ready? would be sent out as part of a Christmas 'goody bag' for all First Transpennine staff.
The title, Are You Ready? conveys the drama, challenge and excitement that accompany any large scale engineering project. The audience is encouraged to question what the Pennine class 185 means to them and the difference the new rolling stock will make to their job. The trailer will demonstrate that each and every member of staff is part of the preparation for the launch in 2006.
Are You Ready? would include only a few fleeting glimpses of the train itself, focussing on the engineers, technicians and managers of First Group, Siemens, Keolis and HSBC working towards the launch of the new trains.
the result:
The fast paced, dramatic style of a movie trailer suits the subject matter perfectly. The production crew captured some fantastic running shots of the Pennine class 185, filmed on location at Siemens' Wildenrath facility. In post production the images were graded to give a dramatic, filmic look. The director, working with the communications team at First Transpennine, included key soundbites from the designers and engineers working to get the trains delivered on time and ready for service. These short clips express the real, demonstrable drive amongst everyone involved in the project - to make a change to the Transpennine route - and make a difference to the customers' experience by delivering the best possible rolling stock.
the feedback:
Are You Ready? received its premiere at the Annual Railway Ball at the Grosvenor hotel in London, in front of an audience of senior representatives from major rail and railway industry companies. The reaction was a moment of stunned silence followed by rapturous applause.
After the presentation of the DVD in the Christmas goody bags responses were collected from First Transpennine staff:
'This is the first time I have seen this style of approach - very slick and professional. Presented as a blockbuster trailer building up the anticipation of something spectacular that everyone will want to see.'
Interim Finance Director
'The video immediately captured the key aspects of the improvements expected of the units for both customers and operator........and it gave me a bit of a buzz.'
Performance Engineer
'It built up my expectations especially as it seemed to speed up as it went along. I can't wait to see the full DVD and the full customer experience.'
Deputy Head of Stations
'We could have produced a leaflet or a handbook or any of the usual pieces of communication, but we didn't. We wanted something that would make our staff sit up and really take notice. And we've got it in this DVD.'
Marketing Manager
'I watched the dvd and the train looks great, the comments from the experts are very positive! And I hope that our passengers will be impressed.'
Station Supervisor
'The DVD demonstrates innovative and forward thinking and illustrates the thoughts, application and hard work that has gone into designing a train that will meet the demands of the customers.'
Site Engineer
'A professionally produced DVD that fully engages the viewer, and really builds anticipation. I cannot wait to see our new trains now!'
Compliance Manager