The Eurail group is a collective organisation created in 2001 owned by a group of railways. They manage and market the popular Eurail Pass, offered to non-European travellers typically over 26, and the Interrail Pass, generally used by young European travellers.
Eurail was looking to launch an international branded campaign movie that would increase their brand awareness and help reposition them in the market. They wanted to showcase the new, modern identity of both Interrail and Eurail and improve the consistency of the communication of their products throughout European and non-European countries.
The Eurail group’s tagline is ‘Create your own story’ and that’s exactly what we wanted to encourage people to do with this movie.
Due to the varied range of people targeted by the Interrail and Eurail passes, we wanted to create something that was adaptable, international and informative. But above everything else, the movie needed to be inspiring and of course enjoyable.
To achieve all of this, we sent 20 cast and crew members (and two mosquito’s) around Europe, to follow the story of two travellers using the Eurail products.
The crazy eight-day European adventure, which consisted of; 14 trains, 2 flights, 15 different destinations, 250GB of footage and 24 hours of sleep (across 6 days that is!!), did the job perfectly! It captured the fun, lively and flexible benefits of using the Eurail Group’s products (and working with Mosquito!).
The footage was packed into several movies at different lengths that could be used on a variety of marketing platforms.
We ended up with a powerful story that conveyed freedom, adventure, comfort and flexibility; all of the things Eurail promises to its consumers.
The movies were mainly created for online marketing platforms such as YouTube and social media but they can also be used on a variety of other platforms. Working with an international client is always great and this project was crazy and challenging but we wouldn’t want it any other way.