Eurostar – London Virus

Client: Eurostar
Brand/Topic: Travel to London
Date: April 2010 – December 2010
Region: Belgium and France

Gold at the MIXX Awards 2010 for best integrated online campaign
Nominee at AMMA Awards 2011 for Best Integrated Use of Digital Media
Bronze Cyber Award at CCB 2011
Shortlisted at the Cannes Lions 2011 for Best Use of Social Media

Our mission
Even though London is a must-see travel destination, 50% of the Belgians haven’t been to London yet. Less than two hours away from Brussels and with the low British Pound, it’s the time to go.Eurostar launched a card named “London Virus Card”, which gave people (who could get a hold on one) a chance to travel to London for free and pass the ticket on to a friend, who could then go to London and pass it on and on and on. Our mission was to generate a maximum of word of mouth around London as a trip destination on the internet. The London Virus was born.

Target audience
Any Belgian, but especially those who never went to London. For France the action was concentrated on the city of Lyon.

Our approach
Friends and family are the most reliable source of information to select a travel destination. So let the travellers do the advertising by giving them the opportunity to win such a special “London Vitus Ticket” to London. Integration of social media in the campaign mechanics was obvious to us from the very beginning.To get infected by the London Virus and thus get a hold on a London Virus Ticket, one had to collect 3 symptoms, hidden on the internet. Symptoms appeared in the form of links (URLs) on Facebook, Twitter, Eurostar’s corporate website, banners, blogs, emails… One only had to click on such a link to grab a symptom and start participating.Symptoms (links) could be exchanged freely over the internet and this is how especially Facebook made the number of visitors explode on the campaign website: 500.000 unique visits and 3 million page view in the first week! The amount of fans on Eurostar’s Facebook page climbed from 5.000  to 20.000 fans by the end of the campaign. “London Virus” became the most twitted word in Belgium in the first week of the campaign.The campaign was so successful that Eurostar decided to launch the same campaign in France.

Media used

  • Campaign website
  • Online advertising: rich media banners using Eyeblaster technology
  • Facebook ads
  • banners
  • Social media Facebook, Twitter , Netlog and Youtube
  • Viral video clip
  • Blogs
  • E-mailing
Services Provided

  • Strategic and creative consulting
  • Art direction
  • Copywriting
  • Graphic design
  • Web design and programming
  • Logistical support (via a CMS built for managing the booking of train tickets)
  • Community management on Facebook and Twitter
  • Seeding / promoting the campaign on blogs
  • Monitoring of online statistics
  • Account and project management