| Title | INTERRAIL MOBILE |
| Brand | GIE EURAIL GROUP |
| Product/Service | EUROPEAN CELLPHONE NETWORK |
| Category |
A01. Innovation |
|
Entrant Company
|
HAVAS WORLDWIDE BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAVAS WORLDWIDE BRUSSELS, BELGIUM
|
Credits
| Jorrit Hermans |
Havas Worldwide Brussels |
Executive Creative Director |
| Tom Loockx |
Havas Worldwide Brussels |
Executive Creative Director |
| Stephanie Zimmermann |
Havas Worldwide Brussels |
Head Of Strategy |
| Carole Brouwers |
Havas Worldwide Brussels |
Art Director |
| Charles/Elie Chauvaux |
Havas Worldwide Brussels |
Copywriter |
| Chantal Claes |
Havas Worldwide Brussels |
Account Director |
| Barbara Van Huis |
Havas Worldwide Brussels |
Project Manager |
| Yann Balbaert |
Havas Worldwide Brussels |
Head Of Digital |
| Stéphane Marchant |
Havas Worldwide Brussels |
Digital Development |
| Philippe Haine |
Havas Worldwide Brussels |
Digital Strategy |
| Regine Heymans |
Havas Worldwide Brussels |
Traffic Manager |
| Maud Grienti |
Havas Worldwide Brussels |
Account Executive |
| Carole Brouwers |
Havas Worldwide Brussels |
Graphic Designer |
| Nicolas Willot |
Havas Worldwide Brussels |
Graphic Design |
| Sophie Mayart |
Havas Worldwide Brussels |
Digital Development |
| Clarissa Mattos |
Eurail Group |
Product Manager |
| Petra Jabroer |
Eurail Group |
Project Manager |
| Silvia Goerlach |
Eurail Group |
Marketing/Sales Director |
| Alexandre Guenet |
Havas Worldwide Brussels |
Graphic Design |
| Ann Voorspoels |
Havas Worldwide Brussels |
Managing Director |
The Brief
To be successful, we had to improve the mobile offer for young people taking this European trip. Our research shows a smartphone penetration of 71% on average. More than 94% of people between 16-24 access mobile internet every day. And 66% share a daily social media update via their mobile device. In other words: mobile and social have become an essential part of their lives. A life the target audience is not willing to pause while travelling throughout Europe. Based on these insights, we decided to create a new and dedicated cellular operator for these youngsters travelling with InterRail. Thus creating the most ideal circumstances for people to take this trip and turning every single train traveler into a social medium for InterRail. By facilitating sharing in this way, InterRail has alleviated a pain-point for the always-on generation, whilst also ensuring it benefits from some decent exposure across social channels.
We set up our own dedicated mobile phone operator for InterRail travelers. This way Global Pass customers could stay connected throughout their travels at the lowest rate in Europe. Travelers did not have to abandon their social life and their roaming costs did not cut into their holiday budget. In addition, thanks to their shares on Facebook and Twitter, word about good times abroad spread to those back home, resulting in some actionable Facebook envy. And even more holiday bookings with InterRail.
How it works
- 2,500 sims for free on a first come, first served basis.
- Paid service for 17 EUR or 22 USD alongside a Global pass rail ticket. micro-sim and mobile phone number, lowest rates in Europe.
- Offer communicated through a dedicated European campaign website
- Offer advertised throughout the media and communication tools of 32 European train carriers and European railway stations.
We resisted the thought of creating another typical travel campaign showing tempting tourist locations. We also resisted the idea to create a social media campaign, even though we could have reached the target audience through these media. Our aim was not only to reach people, but to convince them. So the true creative technology force lies in creating the perfect circumstances to match the consumers’ needs by facilitating their behavior. In this case: to create and launch a new product, a dedicated cell phone carrier that offers the cheapest rates in Europe and allows youngsters to continue sharing, texting, mailing and surfing no matter where they are in Europe. Additionally, the travelers’ social behaviour resulted in thousands of posts, shares, instagrams and tweets, thus building a user generated tourism campaign promoting the benefits of a Global Pass via InterRail.
Total InterRail Global Pass ticket sales for Summer 2013 increased by 10,57%. The top performer within the group of 32 European railway carriers even managed to increase its ticket sales during the month of July by 73,32%.
As for the use of the InterRail Mobile during Summer 2013, our data says the smartphones on the InterRail Mobile network were used in no fewer than 40 European countries and accounted for 12,000 unique communications among InterRail travelers.