Eurostar Promo, Case study LONDON VIRUS by Cherry And Cake, TBWA\ Brussels

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LONDON VIRUS

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Industry Public Transport, Mass Transit
Media Promo & PR, Case study
Market Belgium
Agency Cherry And Cake
Agency TBWA\ Brussels
Creative Director Jan Macken
Art Director Menno Buyl
Copywriter Geert Verdonck
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: EUROSTAR
Product/Service: HIGH SPEED TRAIN FROM LONDON TO BRUSSELS
Agency: TBWA\BRUSSELS
Agency: CHERRY AND CAKE
Date of First Appearance: Apr 19 2010
Entrant Company: TBWA\BRUSSELS, BELGIUM
Art Director: Menno Buyl (TBWA)
Copywriter: Geert Verdonck (TBWA)
Creative Director: Jan Macken (TBWA)
Account Director: Nathalie Ducène (TBWA)
Media Arts: Sylvie Dewaele (TBWA)
Account Manager: Yolanda Lopez Gomez (TBWA)
Director Sales & Marketing Belgium: Anne-Françoise Piette (Eurostar)
Marketing Manager Belgium: Elise Min (Eurostar)
Communications Manager: Ilde De Martelaere (Eurostar)
Trade Communications: Saar Meylemens (Eurostar)
Online Production Agency: (Cherry and Cake)
Media placement: Editorial Radio Campaign - Studio Brussel, Radio 2, Bel RTL - April 22, 2010
Media placement: Commercial Radio Campaign - Studio Brussel, Radio 2, Bel RTL - April 26, 2010
Media placement: Website - Londonvirus.be - April 26, 2010
Media placement: Viral Campaign, Social Media - Facebook, Twitter, Youtube - April 26, 2010
Media placement: Editorial Print Campaign - Le Soir, Het Laatste Nieuws - April 30, 2010

Insights, Strategy & the Idea
London is the destination of the Eurostar high speed train. The campaign needed to restore London as Top-Of-Mind city trip destination.
City marketing and tourist boards are constantly promoting cities around Europe, but research showed that friends and word-of-mouth are the most relied-upon source of information for destination selection. Eurostar users should be advocates, convincing their peers to take the Eurostar train to London.
300 London Virus Cards were created, each offering free travel to London for 2 persons and which could be passed on and on to others, encouraging people to promote London to their friends. The weekly passing-on ensured a constant flow of word-of-mouth. People always had to register to apply, participate or follow the campaign.

Creative Execution
Creation of 300 London Virus Cards, each offering travel to London for 2 persons and which could be passed on and on to friends, encouraging people to promote London and their experiences.
1 launch
A radiocampaign announced the outbreak of the virus Mediapartners were infected by the Virus and spread the first virus cards upon their audiences, resulting in editorial media space A viral movie of a London streaker explained what the London Virus and the London Virus Card was all about.
2 virus chase
A tracking-map on londonvirus.be made it possible to track the virus and contact its owner’s in real-time via their social network accounts. Also via social networks the owners could share their experiences about London.
Eurostar’s facebook page served as a hub for exchanging tips about London and tricks to get infected by the virus.

Results and Effectiveness
In the first 3 days, almost half a million unique surfers visited www.londonvirus.be, almost 20% of all Belgians interested in city trips.
Participants to the online game : 44000
londonvirus.be : 808375 visitors (474727 UV) – 3233760 page views
Facebook fans: 320% increase (exceeding the one of the Belgian premier football league)
Followers on twitter feed : 430% increase
opt-in database Eurostar : 111% increase (net increase 12308 individuals)
“London Virus” was the most twittered word in Flanders during time of competition
Earned mediavalue : +328%