Embedding disruptive innovation
How to win hearts and minds
In 2018, Govia Thameslink Railway unveiled the world's first automated train operation, allowing millions of passengers to travel through London more quickly and efficiently. The company needed to win the hearts and minds of key stakeholders on the new technology, starting with their own train drivers.
After a deep dive on the challenges and opportunities the new technology provided, we created a narrative and campaign identity that celebrates this ground-breaking technology and the hugely positive impact it has on passengers.
Railway of the future
'Railway of the future' is at the heart of the communications, which includes a teaser film showcasing the innovation to external stakeholders, and a full version of the film specifically intended at GTR's drivers.
The campaign identity was extended to training materials for drivers and in the onboarding user manual that drivers carry in their cabin.