Let the Games Begin

Client: Eurostar

In 2024, Eurostar faced a critical challenge: declining spontaneous awareness, consideration, and purchase intent in the UK. With marketing budgets cut and competitors ramping up spend, travellers were increasingly defaulting to flying to Europe. As the official travel partner of Team GB and ParalympicsGB, Paris 2024 presented a once-in-a-lifetime opportunity for Eurostar to disrupt consumer habits, showcase the magic of train travel, and unite the nation in celebration.

Our strategy was simple yet powerful: Spark Love for Eurostar by connecting the brand with the emotional highs of the Olympics. We leveraged the immediacy of programmatic digital Out-of-Home (OOH) to celebrate Team GB’s medal wins in real time, creating a campaign that was timely, relevant, and impossible to ignore.

Using a live API feed directly from the Games, our dynamic creative updated eye-catching digital screens within seconds of a Team GB athlete stepping onto the podium. From train stations to city centres, celebratory messages like “Team GB Strikes Gold!” were displayed across high-impact locations, often beating national news outlets to the announcement!

The results were nothing short of podium-worthy: significant increases in spontaneous awareness, brand favourability, preference, and purchase intent!. By combining creativity, technology, and cultural relevance, Eurostar didn’t just reclaim its place in the hearts of UK travellers—it won gold in the race for attention, proving the power of timely, reactive marketing.