Eurostar – Lonely Businessmen’s Wives

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to convince them that there were rational reasons for travelling via Eurostar.

Eurostar – Lonely Businessmen's Wives

Agency name: TEQUILA\ Client name: Eurostar Category: Trial Country: Belgium


The Task

Convince die-hard business flyers from Brussels to London to take the train with Eurostar.

Market research shows two totally opposite tribes: on the one hand Eurostar fans, who use rational arguments for their preference (speed, comfort, service). On the other hand die-hard flyers, who stick to the emotional world of flying (status).

We have to confront the addicted business flyers with their irrational behaviour. At the same time we have to strengthen the conviction of the Eurostar...

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