Eurostar Snap: Social Campaign
What is Eurostar Snap I hear you say? Let's be honest, you've never heard of it...and that's because it's gone as snappily as it arrives. It's an ephemeral sub brand that pops up every once in a while to sell less popular tickets (the unsociable hours mostly) and it only exists on social for such short periods in a slightly confusing format... 'bag cheap tickets to core destinations in exchange for Eurostar getting to pick the time you travel.. and letting you know last minute.' Right.
Eurostar deals sell, but Snap was suffering from abandoned baskets... presumably because "Paris from £25" sounds awesome, but finding out your departure time 48 hours before doesn't.
The challenge: Sell the Eurostar Snap format in 15s, load it with enticing, frenetic visuals, get people to the basket knowing what they're signing up for, and make that thing that hook.
Oh, "and we have zero budget", thanks.
3 markets, 3 destinations, 3 languages, 15 seconds. We would need to be smart to make it engaging enough for Insta and Facebook with very little content or budget.
The idea was that it could feel loosely handheld and vlog-like and from a single person's view, so we could shoot a bit, download stock vid a bit, add in a single recognisable destination shot like the Eiffel Tower and mix it with some existing Eurostar footage to tie it all together. We would be able to bring the excitement of any of the destinations to life with more or less the same shots, interspersed with a very simple explanation of the Snap mechanic...
"Choose a day. We pick the time. You get our lowest price".
Snappy footage, and a snappy tagline that follows a snappy beat, with themes aimed at an 18-30 audience. And the results? £81k revenue in first two days live. A very strong impact across all markets and metrics. A 260% increase in CTR compared to previous SNAP activations. In France, the conversion from click to sale in particular was double what we have seen in previous activations.
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Not bad.