The London Virus transmitted by Eurostar




                              Anne-Françoise Piette
               The Market...
Many things have changed recently

THE CONSUMER
  FROM PASSIVE AUDIENCE TO ACTIVE PARTICIPANTS


THE WAY TO SPEAK TO THEM
...
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 ...
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:...
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   ...
2. From 360°C to 365 days


 • 360° is about translating the same message by the
   same creative idea at all media.

 • H...
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.

 ...
2. From 360°C to 365 days

 How does Eurostar realizes that?

 A campaign is always more than ad.

 It’s always about a st...
2. From 360°C to 365 days

 Monopoly Game

 • Interactive sms game « Pound is low, buy London »

 • « Buy Eurostar posters...
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…




 We...
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.

 • Afterward...
3. From a one off consumer to a real ambassador

                            London is cheap  GO NOW!

 Online viral: Gir...
3. From a one off consumer to a real ambassador

                            London is cheap  GO NOW!

 Online viral: Gir...
Mobile application
www.eurostar.com/girlsgeeks
3. From a one off consumer to a real ambassador

                            London is cheap  GO NOW!

 Off-line viral: K...
3. From a one off consumer to a real ambassador

                            London is cheap  GO NOW!

 Off-line viral: K...
3. From a one off consumer to a real ambassador

                            London is cheap  GO NOW!

 Off-line viral: K...
3. From a one off consumer to a real ambassador

                            London is cheap  GO NOW!

 Off-line viral: K...
3. From a one off consumer to a real ambassador

                            Eurostar’s 15 Anniversary!

 • 100 Mios trave...
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
 •    Lea...
4. Social Media platforms usage

 •    1 Blog (UK)
 •    3 Facebook Fan pages (UK, FR & BE)
 •    2 Twitter accounts (UK &...
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 ...
AFTER
DEC
 18th
4. Listening


 • Global + local monitoring
 • Focus on brand (corporate & crisis communication) &
   trends
 • Use of pro...
4. Social Media platforms improvement

 •    1 Corporate Communication Twitter account
 •    Social Media Newsroom (extend...
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 crisi...
4. Our Q&A section




 Wednesday, 17 March 2010   56
The London virus transmitted by Eurostar

                            Trust is definitely contagious…




                ...
Q&A

                           Thanks for your attention!




Wednesday, 17 March 2010                                58
Eurostar - The London virus
Eurostar - The London virus
Eurostar - The London virus
Eurostar - The London virus
Upcoming SlideShare
Loading in …5
×

Eurostar - The London virus

1,982 views

Published on

Published in: Business, Travel
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,982
On SlideShare
0
From Embeds
0
Number of Embeds
157
Actions
Shares
0
Downloads
40
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Eurostar - The London virus

  1. 1. The London Virus transmitted by Eurostar Anne-Françoise Piette The Marketing Day – March 23rd 2010
  2. 2. 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
  3. 3. 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
  4. 4. Brand belief #1 FROM BRAND PROMISE TO BRAND BEHAVIOUR Wednesday, 17 March 2010 4
  5. 5. 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
  6. 6. Eurostar’s brand behaviour Wednesday, 17 March 2010 6
  7. 7. Wednesday, 17 March 2010 7
  8. 8. Wednesday, 17 March 2010 8
  9. 9. Wednesday, 17 March 2010 9
  10. 10. Wednesday, 17 March 2010 10
  11. 11. Wednesday, 17 March 2010 11
  12. 12. Wednesday, 17 March 2010 12
  13. 13. Wednesday, 17 March 2010 13
  14. 14. Brand belief #2 Brand behaviour is more than classical campaigns 2. FROM 360°C TO 365 DAYS Wednesday, 17 March 2010 14
  15. 15. 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
  16. 16. BYE BYE 360 DEGREES
  17. 17. HELLO 365 DAYS
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 17/03/2010 21
  22. 22. 2. From 360°C to 365 days Campaigns Mini-Sites Ex: « Create your own ad! » Wednesday, 17 March 2010 22
  23. 23. Wednesday, 17 March 2010 23
  24. 24. 2. From 360°C to 365 days Destination marketing program Mix of qualitative, credible, unexpected touch points… Wednesday, 17 March 2010 24
  25. 25. Brand belief #3 FROM A ONE OFF CONSUMER TO A REAL AMBASSADOR Wednesday, 17 March 2010 27
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Mobile application
  30. 30. www.eurostar.com/girlsgeeks
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 3. From a one off consumer to a real ambassador Wednesday, 17 March 2010 40
  37. 37. Brand belief #4 FROM AN IMPOSED MESSAGING TO AN OPEN-MINDED RELATIONSHIP Wednesday, 17 March 2010 41
  38. 38. BEFORE DEC 18th
  39. 39. 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
  40. 40. 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
  41. 41. 4. Blog Wednesday, 17 March 2010 45
  42. 42. 4. Facebook Wednesday, 17 March 2010 46
  43. 43. 4. Twitter Wednesday, 17 March 2010 47
  44. 44. DEC 18th
  45. 45. 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””
  46. 46. AFTER DEC 18th
  47. 47. 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
  48. 48. 4. Social Media platforms improvement • 1 Corporate Communication Twitter account • Social Media Newsroom (extended version in development) Wednesday, 17 March 2010 52
  49. 49. 4. Corporate Twitter Wednesday, 17 March 2010 53
  50. 50. 4. Eurostar Newsroom Wednesday, 17 March 2010 54
  51. 51. 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
  52. 52. 4. Our Q&A section Wednesday, 17 March 2010 56
  53. 53. The London virus transmitted by Eurostar Trust is definitely contagious… Consumer Brand Peers Wednesday, 17 March 2010 57
  54. 54. Q&A Thanks for your attention! Wednesday, 17 March 2010 58

×