Eurostar Promo, Case study EUROSTAR AIR SPORTS by Havas Sports & Entertainment London

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EUROSTAR AIR SPORTS

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Industry Railways, Public Transport, Mass Transit
Media Promo & PR, Case study
Market United Kingdom, France, Belgium
Agency Havas Sports & Entertainment London
Creative Director Frederic Saint Sardos
Released February 2013

Credits & Description

Advertiser: EUROSTAR
Agency: HAVAS SPORTS & ENTERTAINMENT
Category: Travel, Entertainment & Leisure
Advertising campaign: EUROSTAR AIR SPORTS
Creative Director: Frederic Saint Sardos (Havas Sports & Entertainment)
Digital/Social Media Project Manager: Kimkhi Nguyen (Havas Sports & Entertainment)
PR Officer: Sonia Berkani (Havas Sports & Entertainment)
Account Director: Nicolas Falzon (Havas Sports & Entertainment)
Senior Account Manager: Philippe De Montfalcon (Havas Sports & Entertainment)
Head Of Digital: Emeric Deminiere (Havas Sports & Entertainment)
Head Of Press Relations: Laurent Dupont (Havas Sports & Entertainment)
Social Media Account Manager: Mathieu Badier (Havas Sports & Entertainment)

Effectiveness
The campaign increased awareness and consideration for Eurostar as an Olympic sponsor through the engagement of numerous fans:• 180,000 people visited the ‘Air Sports’ Application on Facebook• +31% increase in fans on Eurostar’s Facebook page during the one month competition• 140,000 views on YouTube• +30 mentions on TV, print and online and +60 videos uploaded Plus, 8 videos won the competition, sending 78 lucky people on the trip of a lifetime to experience the Olympics action firsthand.

Strategy
As Tier 3 sponsor and Official International Rail Services Provider for London 2012, Eurostar wanted to increase awareness of its Olympic sponsorship in France and Belgium, where it runs regular services to London. The objective was to run a single campaign appealing to both markets despite language/cultural differences.As Olympics tickets are almost impossible to obtain, Eurostar wanted to spread its message of ‘opening the way’ to the Games, offering the unique chance to win tickets in an interactive way. We realised sports fans love to reproduce the gestures of their favorite champions and relive great sports moments through their imaginations. So we created an online competition called ‘Air Sports’ where participants could film themselves miming their favorite Olympic sport and share their passion.

Execution
We created a digital campaign channeling the excitement around the Olympics to be closer to a younger, digitally-oriented audience while including its business travel audience.To get the competition started and create buzz, we created four teasers featuring famous French and Belgian Olympians to encourage participation. An special ‘Air Sports’ app was created in Eurostar’s facebook page where participants could upload their Olympic Sport mimic videos, which were then also shared on Youtube. Participants were also asked to vote for their favorite videos and the videos with the most votes were then evaluated by a jury of the two brand ambassadors and Eurostar Olympics Marketing Director, Lionel Benbassat. The creators of the 8 best videos, judged by their creativity, humor and audacity, received tickets and trips to London 2012.