Eurostar – Lonely Businessmen's Wives
Agency name: TEQUILA\Agency.com Client name: Eurostar Category: Trial Country: Belgium
BACKGROUND
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...