November 27, 2018

MUSIC TO OUR EARS – Launching East Midlands Trains new lost property service through the medium of music

Commuters across the country leave over 38 million items of lost property on trains every year – equating to a staggering £906 million worth of property across the UK.

To raise awareness of East Midlands Trains’ new lost property service – ‘Found it!’, Tin Man was tasked with creating an emotionally engaging campaign that would encourage customers to feel good about their brand.

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The idea
The variety of lost property items on trains is vast. This got us thinking. We wanted to connect owners back with their items in a shareable and memorable way. So we partnered with the Royal Philharmonic Concert Orchestra and challenged them to create an exclusive piece of music titled ‘An Ode to My Former Owner’ which consisted of 11,304 notes – the exact number of items lost on East Midlands trains every year. However, the real the twist was The orchestra had to make music using the actual, lost items left behind on trains.

From a surfboard and a bicycle pump to an inflatable cactus, the items were turned into instruments and used in a live performance of “An Ode To My Former Owner” at St Pancras station.

To run alongside the live performance in King’s Cross, we created and sold in a news generation story revealing most unusual items left on East Midlands’ Trains services, including a cardboard cut-out of Donald Trump to a prosthetic leg.

The result
As expected this campaign flew in the media. With 163 pieces of coverage secured in 2 days, including 12 nationals. and news pieces on ITV London, Good Morning Britain and features on BBC Radio 4 ‘You & Yours’.

The impact of this campaign has been significant:
Awareness of the lost property service for East Midlands Trains increased by 9.5%
Of those who saw the coverage, 81% would be more likely to use an East Midlands Trains service