“It has been so amazing to turn up and have the BEST activity, look good, be exciting and have kids come back, and back again to have a go.” – Safety Advisor, Amey Rail
We’ve all been to those careers fairs, right? – a neatly set out table, a branded table cloth and a few scattered leaflets – but how do you engage with the Rail Engineers, Project Managers, CAD designers, of the future?
Our client wanted something that was engaging, and opened up a wide range of interactive AR activities that supports a complete understanding of what it is like to work at Amey Rail, and the different roles on offer when working on rail construction.
Most importantly, the AR app helped Amey Rail achieve their goal. It sparked conversations between event organisers and students. This made it easy to discuss future careers in rail while building excitement around engineering and innovation.
Introduction
The opportunity started when we joined Amey Rail at an internal safety communication meeting and were given the opportunity to showcase our capabilities in transforming training into a memorable experience with the help of XR technologies.
Naturally, AR was a perfect choice. It is accessible via an iPad, a platform the younger users are already familiar with. Moreover, it can transform any environment, whether a classroom or event space, into an interactive rail hub.
This allows participants to step into Amey Rail’s world in a way that goes far beyond what a typical careers stand can offer.
What We Did
To begin the deign process, we worked closely with Amey Rail’s team to identified the key stories and activities they wanted to highlight. We gathered a rich collection of assets, including employee interviews, 360° station videos, and 3D models.
After that, we laid them all within the app in a way that would inspire the next generation of rail infrastructure team members while aligning with Amey’s local engagement goals.
The result was a playful and intuitive app that invited students to actively explore the world of careers in rail. The app included:
- Colourful AR floor markers that transformed the event space into a rail track. Participants could scan them in real life to trigger activities on the tablet. This set them off on a discovery journey.
- Gamified 360° video that let students step into real Dewsbury Station. Here, they could meet Amey employees through cameo videos hidden within the footage. These interviews provided insights into daily life and career paths across the rail industry, adding a personal touch to the experience.
- A 3D model of Dewsbury Station that players could explore from different angles, and interact with to understand how stations are planned before they are built.
- A range of engaging videos, including an Amey career video, a captivating railway construction timelapse, and a lighthearted safety animation. This animation highlighted the importance of on-site safety in a way that was memorable and fun to watch.
- An interactive quiz to test knowledge and keep students engaged. It added a fun competitive element with prizes up for grabs.
We carefully crafted the app’s visual identity, blending Amey’s branding with vibrant colours and playful elements to connect with younger audiences. Additionally, we created a couple of diverse animated characters who would present activities throughout the app. These characters were voiced and animated to bring warmth, accessibility, and a friendly aesthetic to the experience.
Following player feedback, we made further improvements. Optimising the aspect ratios for different devices, refining the user experience, and adding additional voice over requirements, enabling it to be effective on future tours.
The Result
Amey Rail took the finished app on tour as part of the Doncaster Remake Learning Days Festival. It kicked off at Doncaster UTC and finished at Danum Gallery, Library & Museum. The events were attended by over 300 people from various age groups.
Attendees had the opportunity to walk the rail tracks, explore the app, and learn about careers in rail through a blend of storytelling and gamification.
Contact Us
Are you looking to create interactive tools or training experiences that combine gamification and immersive storytelling to engage and inspire your audience? Feel free to drop us an email at info@sbanimation.com, or give us a call on +44 (0)207 148 0526. We’d love to help.
If you’re unfamiliar with how we bring AR and VR projects to life, our blog post What To Expect When Working On A VR Project With Sliced Bread explains our process from concept to delivery, including how we structure fees and production schedules.
Moreover, we also share insights on XR and learning innovation on our LinkedIn company page, give us a follow to stay updated.
