Project: Eurostar, Da Vinci Code
Client: Vicki Anstey, advertising and media manager, Eurostar
Agencies: De-construct, glue London, Diffiniti
Writers: Adam King, Lewis Raven
Art directors: Adam King, Lewis Raven
Designers: Leon Ostle, Simon Cam, Matt Verity
Eurostar recognised the opportunity presented by the film launch of The Da Vinci Code to promote its core destinations with the use of a code-breaking theme. Online was picked as the key medium for the push, which kicked off with unbranded rich-media executions inviting viewers to "join the quest".
A bespoke "running monk" video, based on Paul Bettany's character in the movie, drew the user through a series of web pages, before challenging them to solve 19 puzzles, all of which related to Paris or London, to win EUR200,000 and free travel between the two cities for life. The campaign registered phenomenal results, reporting more than 1.3 million visits. All of the user-time spent on the site added up to 27 hours, according to the agencies involved - brand exposure traditional media cannot offer.