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Eurostar - The London virus
 

Eurostar - The London virus

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    Eurostar - The London virus Eurostar - The London virus Presentation Transcript

    • The London Virus transmitted by Eurostar Anne-Françoise Piette The Marketing Day – March 23rd 2010
    • Many things have changed recently THE CONSUMER FROM PASSIVE AUDIENCE TO ACTIVE PARTICIPANTS THE WAY TO SPEAK TO THEM FROM MONOLOGUE TO DIALOGUE THEIR EXPECTATIONS FROM TRUST IN BRANDS TO TRUST IN PEERS This impacted the way Eurostar wants to communicate with the audiences
    • The 4 brand beliefs of Eurostar 1. From brand promise to brand behaviour 2. From 360°C to a 365 days 3. From a one off consumer to a real ambassador 4. From an imposed messaging to an open-minded relationship Wednesday, 17 March 2010 3
    • Brand belief #1 FROM BRAND PROMISE TO BRAND BEHAVIOUR Wednesday, 17 March 2010 4
    • 1. From brand promise to brand behaviour • In the past: differentiation through brand promise and innovations • Today: real innovation is rare and all brands promise the same. • How you act has become more important than what you say. “Act” instead of “say”. • FROM a brand promise TO a Brand Attitude. Wednesday, 17 March 2010 5
    • Eurostar’s brand behaviour Wednesday, 17 March 2010 6
    • Wednesday, 17 March 2010 7
    • Wednesday, 17 March 2010 8
    • Wednesday, 17 March 2010 9
    • Wednesday, 17 March 2010 10
    • Wednesday, 17 March 2010 11
    • Wednesday, 17 March 2010 12
    • Wednesday, 17 March 2010 13
    • Brand belief #2 Brand behaviour is more than classical campaigns 2. FROM 360°C TO 365 DAYS Wednesday, 17 March 2010 14
    • 2. From 360°C to 365 days • 360° is about translating the same message by the same creative idea at all media. • However, today the brand doesn’t manages 100% of the relation anymore. • More and more, the consumer defines when and where he wants to be in contact with your brand. A brand needs to be at disposal at all times. Wednesday, 17 March 2010 15
    • BYE BYE 360 DEGREES
    • HELLO 365 DAYS
    • 2. From 360°C to 365 days • Build a relationship with our consumers beyond the moment they buy a ticket to London. • It’s about an everyday lives interaction. • Each time relevant information/ added value, which enrich their day to day life. • The emotional link build step by step will result in real trust. Wednesday, 17 March 2010 18
    • 2. From 360°C to 365 days How does Eurostar realizes that? A campaign is always more than ad. It’s always about a strong & relevant consumer insight which will really make a difference in our consumer day to day life, AND we’ll always find a way to engage with our consumer, to offer them the opportunity to enter in relationship with the brand. Some examples… Wednesday, 17 March 2010 19
    • 2. From 360°C to 365 days Monopoly Game • Interactive sms game « Pound is low, buy London » • « Buy Eurostar posters in the street and if anybody else tries to buy your poster, you get a rent ». • RESULTS: 1,569 unique participants /15,709 SMS Wednesday, 17 March 2010 20
    • 17/03/2010 21
    • 2. From 360°C to 365 days Campaigns Mini-Sites Ex: « Create your own ad! » Wednesday, 17 March 2010 22
    • Wednesday, 17 March 2010 23
    • 2. From 360°C to 365 days Destination marketing program Mix of qualitative, credible, unexpected touch points… Wednesday, 17 March 2010 24
    • Brand belief #3 FROM A ONE OFF CONSUMER TO A REAL AMBASSADOR Wednesday, 17 March 2010 27
    • 3. From a one off consumer to a real ambassador • In the past: attract new consumers via a push approach. • Afterwards, started the era of loyalty, CRM, etc… (because of recruitment costs) • Today: Consumer-actor, Word of Mouth, trust in Peers… The consumer as to be part of the media plan, we need to provide him added value in order to turn him in real ambassador.  Get the London virus & pass it on! Wednesday, 17 March 2010 28
    • 3. From a one off consumer to a real ambassador London is cheap  GO NOW! Online viral: Girls Geek • Special organized shopping & New tech Day trip for 40 bloggers • Mobile phone mash-up Google Maps / FlickR & Twitter • Mini site following the day • Journalists on board • Networking with the London/Paris girls geeks + The Eurostar mobile application in live demo Wednesday, 17 March 2010 29
    • 3. From a one off consumer to a real ambassador London is cheap  GO NOW! Online viral: Girls Geek • +/- 1,000 tweets on March 14th - Reached Number 4th worldwide trend • Topics of blogs discussions: Eurostar, 1h51, low £, London shopping, mobile application • Press coverage: RTBF La Première, Pure FM, De Standaard, DH, Media Marketing  Don’t underestimate the WOM… Wednesday, 17 March 2010 30
    • Mobile application
    • www.eurostar.com/girlsgeeks
    • 3. From a one off consumer to a real ambassador London is cheap  GO NOW! Off-line viral: Key Opinion Leaders • Inspiring people, who has/are platforms  they are the news • Let them experience “the cheap but still very London” • 100 VIP’s (ex Eric Boschman, Olivier Strelli, J-M Zecca…), trendy hairdressers(JD Coiffure, Queen for a day…) & trendy bars (Belga Queen, Café Callens…) Wednesday, 17 March 2010 35
    • 3. From a one off consumer to a real ambassador London is cheap  GO NOW! Off-line viral: Key Opinion Leaders • Help them: a goodie bag with Oyster card, different London day trips examples, Visit London, guides, tube & London map, reductions in shops… Wednesday, 17 March 2010 36
    • 3. From a one off consumer to a real ambassador London is cheap  GO NOW! Off-line viral: Key Opinion Leaders Follow-up: • special pack sent to them twice / year • Advance booking for special promos • Special program under development in order to turn them in real ambassadors Wednesday, 17 March 2010 37
    • 3. From a one off consumer to a real ambassador London is cheap  GO NOW! Off-line viral: Key Opinion Leaders Wednesday, 17 March 2010 38
    • 3. From a one off consumer to a real ambassador Eurostar’s 15 Anniversary! • 100 Mios travellers in 15 years • How is it possible that London Virgin’s still exists? • Find them & transform them in London Lovers Wednesday, 17 March 2010 39
    • 3. From a one off consumer to a real ambassador Wednesday, 17 March 2010 40
    • Brand belief #4 FROM AN IMPOSED MESSAGING TO AN OPEN-MINDED RELATIONSHIP Wednesday, 17 March 2010 41
    • BEFORE DEC 18th
    • 4. Listening • Local Monitoring • Focus on brand, London topics and competition • Use of free tools • Lead by Marketing department • 5 days a week, working hours Wednesday, 17 March 2010 43
    • 4. Social Media platforms usage • 1 Blog (UK) • 3 Facebook Fan pages (UK, FR & BE) • 2 Twitter accounts (UK & BE) • Lead by Marketing Department • Our objectives: - Educate and entertain on our destinations (real focus) - Strengthen our brand key messages (pioneering, more than a travel service, honesty&transparency) - Develop and engage with our London/Paris/Brussels Lovers - Interact with our community (be ready to answer their requests) Wednesday, 17 March 2010 44
    • 4. Blog Wednesday, 17 March 2010 45
    • 4. Facebook Wednesday, 17 March 2010 46
    • 4. Twitter Wednesday, 17 March 2010 47
    • DEC 18th
    • 4. Dec 18th, night. 5 Eurostar trains stucked in tunnel = our event • Saturday 19th, 9:10am- Thanks to the UK driver’s strike alert, our Social Media responsible finds out significant amount of Tweets mentioning the event • 9:13am - Contact with our Belgian PR responsible to get updated and check what can be published online (wait for go) • 9:17am- Official decision to update our marketing Social Media channels (Twitter and Facebook) with corporate info and consumer issues • 9:18am - First tweet published : “ Eurostar has cancelled all services this Saturday morning 19 December before 12 noon because of severe weather conditions. #eurostar””
    • AFTER DEC 18th
    • 4. Listening • Global + local monitoring • Focus on brand (corporate & crisis communication) & trends • Use of professional tool • Lead by Marketing and Communication department • New Communication On Call Process • 7 days a week/ 24 hours Wednesday, 17 March 2010 51
    • 4. Social Media platforms improvement • 1 Corporate Communication Twitter account • Social Media Newsroom (extended version in development) Wednesday, 17 March 2010 52
    • 4. Corporate Twitter Wednesday, 17 March 2010 53
    • 4. Eurostar Newsroom Wednesday, 17 March 2010 54
    • 4. Other improvements • New corporate website www.eurostar.com update process: Real time updates during crisis Publication in English first • New crisis approach to our consumers (Q&A take into consideration their own needs in time of crisis) • Call center improved process Wednesday, 17 March 2010 55
    • 4. Our Q&A section Wednesday, 17 March 2010 56
    • The London virus transmitted by Eurostar Trust is definitely contagious… Consumer Brand Peers Wednesday, 17 March 2010 57
    • Q&A Thanks for your attention! Wednesday, 17 March 2010 58