Eurostar uses Instagram 'tapestry' to show life onboard new e320 train

Eurostar has created an online Instagram 'tapestry' called @LaVieOnBoard comprising 200 still and animated image squares depicting life onboard its new e320 train as it travels from London to Paris.

Eurostar: La Vie On Board
Eurostar: La Vie On Board

Each of the squares uses a combination of still and animated images to tell stories, such as that of a couple falling in love and that of a group of senior citizens having a party onboard the train

The @LaVieOnBoard narrative promotes various aspects of the new train, including its free wi-fi and onboard entertainment, which offers travellers more than 300 hours of TV and film content. Embedded within the narrative are two-for-one ticket offers from non museum partners in London and Paris.

Instagramers including French fashion editor Adenorah, food ‘explorer’ Plus une miette and London-based photographer By Afrique were recruited for the campaign, inviting their followers to post travel selfies and tag them #eurostar. The best entries won trips to London and Paris.

AKQA has produced a 30-second video to promote @LaVieOnBoard:

Lionel Benbassat, Eurostar’s marketing director, said: "This Instagram horizontal canvas idea has immediately seduced us. It allows us to discover in a playful way all the features of our new trains, and it gives users a preview of their travelling experience from London to Paris."

Client: Lionel Benbassat, marketing director, Eurostar

Agency: AKQA

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).