To introduce the Eurostar e320, AKQA and Eurostar have created @LaVieOnBoard
, an illustrated narrative on Instagram. A visual tapestry unfolds by horizontally scrolling through an Instagram canvas made up of some 200 image squares, depicting life on board the new train as it journeys from London to Paris.
Each square tells its own little story via a combination of animated and still images – from a couple falling in love to senior citizens having a party on board the train. With its loving attention to detail, the interactive narrative celebrates the benefits of the new train, including free wi-fi and an on-board infotainment platform offering more than 300 hours of TV and films. Along the route, followers can also discover hidden treats such as '2 FOR 1' ticket offers from nine museum partners in London and Paris, and gather inspiration for their next Eurostar journey.
Lionel Benbassat, Marketing Director at Eurostar, 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.”
AKQA Creative Director Peter Lund said: “Launching the e320 exclusively on Instagram allowed us to bring the train to an existing community in its full length and glory. By using Instagram’s grid view as our canvas, we allow users to dive into the train and explore all its new features. A match made in heaven!”
On the day of the maiden e320 journey, Instagramers including French fashion editor Adenorah
, food explorer Plus une miette
and London-based photographer By Afrique
hosted social competitions inviting their followers to post a travel selfie and tag it with #eurostar. The best won a trip to either London or Paris and a one-to-one moment with their influencer. Influencers and winners also found themselves illustrated within the Instagram narrative.