Winning over a younger audience by bringing a whole new meaning to the term 'speed dating'
Love it or hate it, Valentine’s Day is serious business. UK consumers alone spend more than £1bn wooing loved ones on 14 February (source: Global Data, 2019).
For brands, it’s a veritable marketing goldmine. But with virtually every brand on the planet doing their thing to tug on consumers’ heartstrings (and wallets), how do you create a content execution with real cut-through?
Eurostar knew they wanted to join in the Valentine’s Day conversation – primarily on already competitive social media channels – with an attention-grabbing video, but they didn’t want anything cheesy or clichéd. It had to be a single content idea that would appeal to two very distinct core markets – France and the UK – not only in catering to two languages, but also two very different cultures with their own unique nuances.
The content idea had to bring the Eurostar brand proposition – to inspire real connections – to life.
And it had to inspire people to make those all-important connections in the year of Brexit. How do you deliver content based on a brand promise of connecting audiences and fuelling love at a time when, politically, those nations are edging apart.
We needed to create a spark on social media and reframe the subject of love in a fun, irreverent and playful way. We needed to speak the language of love in a way that only Eurostar could.
We knew a fail-safe package of glossy romance tied up with a bow wouldn’t win over Eurostar’s audience. Our research revealed that our target demographic was aged 20-30, young urbanites who were savvy, sophisticated and discerning when it came to the content they engaged with (source: Facebook Insights, Eurostar data).
The idea had to be simple yet effective in leveraging the appeal of the day to all travellers, single or otherwise; raise awareness of Eurostar’s core route between London and Paris; and raise a smile (rather than bring on a case of mild nausea) – all while striking a consistent on-brand tone.
We decided to bring a whole new meaning to the term ‘speed dating’.
Through a social media shout out, we invited nine Londoners and nine Parisians to experience a date with a difference onboard a Eurostar train, capturing their rendezvous on the journey between St Pancras International and Paris Gare du Nord. This celebrated the unique position that Eurostar has as a facilitator of Anglo-French romantic connections – because connecting people and cultures is at the heart of what Eurostar is all about.
But it wasn’t enough just to have a distinctively Eurostar event. We needed the film to resonate with two very distinct audiences. So, we got lost in translation. We played up the irreverent moments that only cross-cultural dating can throw up.
We didn’t have the luxury of going in with a killer script or multiple shoot days. Those moments had to be natural, candid, off-the-cuff – and they all had to be captured in the 2 hours and 16 minutes it took to get from London to Paris.
The result? A 90-second film with some awkward but undeniably entertaining moments that are guaranteed to put a smile on the viewer’s face.
The film was targeted using paid spend on Facebook on Valentine’s Day, as well as being used organically on other media channels (YouTube, Eurostar.com).
With 7.1million impressions and 2.4million views across Facebook alone – a phenomenal reach given the limited budget – it definitely fuelled some love…
Eurostar has confirmed that Love in Translation has been their number one performing video for engagement on Facebook across all markets, bar one, since October 2018. It was shared x1.6 times more than the next best performing video on Eurostar’s Facebook page in the past year, generating x3 more comments and interactions than the average for videos shared on Eurostar’s Facebook page in the last year.
Even more exciting, following the launch, there was an immediate and noticeable uptick in searches for train journeys on eurostar.com
And that all-important brand love? You only have to take a look at the video comments to see that there’s a whole lot of love…
Eurostar is much better than flying, they even do dating.
Well done Eurostar on this campaign, despite being in the midst of Brexit, you keep up the optimism and humour.
“Love in Translation was a unique creative approach that Cedar came up with as part of a brief to surprise and delight our customers in the lead up to Valentine’s Day. The biggest challenge was to ensure that the video played on the cultural differences between two of our core destinations in a fun and playful way that’s true to our brand promise. Love in Translation is one of our top performing videos on Facebook to date – and it still brings a lot of laughter internally here at Eurostar.”
We were thrilled that Love in Translation was awarded CMA International Content Marketing Awards 2019/2020 winner of the 'best single video' category.
The ultimate result for us, though, was the fact that two of our daters found love and are in a cross-Channel relationship.
How’s that for inspiring real connections?
With over 4 million followers, Tesco’s social media presence is among the biggest in its sector. A mix of short-form recipe tips and inspiration and longer-form presenter-led challenges and storytelling keeps users coming back daily. Customer needs and behaviours drive all of the social activations, from interactive Q&As to helpful hacks and step-by-step videos. Our newsroom team scans the channels daily to find the conversations and trends that matter most to Tesco’s customers, turning that insight into cut-through content that has helpfulness at its heart. Reactive content crafted to meet the needs of the nation during lockdown saw engagement on Tesco’s social channels soar, hitting numbers five times higher than benchmarks.
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