ScotRail is the rail franchise by Abellio that deliver rail services across Scotland. We worked with the ScotRail in the Community team to take their annual awards online - to say well done to the 1,200 volunteers that are part of community rail across the country.
The ScotRail in the Community Awards take place as a way to congratulate the 1,200 volunteers in Scotland for the outstanding work they do daily to make the railway in Scotland so welcoming. This award ceremony would usually take place in Glasgow and be attended by around 120 people.
However, as a result of the COVID-19 pandemic, this was not possible.
We were approached by ScotRail to help deliver their award ceremony online for them with the following key objectives:
1 – The whole process of signing up and accessing the event needed to be simple and intuitive
2 – The awards needed to have emotion – smiling faces, laughter and cheer
3 – The attendees need to be able to interact in the event – not just watch a video
We worked with ScotRail to create an event landing page which allowed attendees to sign-up for the event. This event landing page was simple to use and converted into event registrations. This landing page included key information about timings, the awards and the award presenters.
Once attendees registered for the event they were sent simple instructions about the live virtual event.
To ensure the event wasn’t just the finalists being talked about – we worked with ScotRail to turn pre-recorded interviews with finalists into short videos. This provided an opportunity for attendees to be inspired by what they were seeing.
With some clever editing, music and motion graphics these short videos injected smiling, laughter and cheer into the event.
It was important the attendees didn’t feel they were simply watching a video on a screen. As a result, we provided an opportunity for the attendees to interact during the event, through posting their highlights of the year, sharing selfies online and having the functionality in the webinar software to publically or privately chat to their fellow volunteers.
This event was a huge success – we had 140 people join the event, which was a 76% show-up rate – with attendees on average engaging in 76% of the event. The feedback we received both from event attendees, presenters, finalists and winners were extremely positive. On the night of the event, the social media activity really highlighted the great work that was done by volunteers across Scotlands railways.
Needing to move our event online this year posed a challenge for us, thankfully a colleague introduced us to BA Events. From that first introduction, we were comfortable that Luke and Ben understood our vision for the event and the sentiment we wished to convey to our volunteers and partners. There are extremely knowledgeable about the use of online platforms, taking time with us to explain the process and the benefits of different aspects of the system made the decision process much easier. Their passion and enthusiasm towards helping us to host this event is the reason the event was a huge success.