To celebrate its new fleet of trains, Eurostar launched its new Instagram campaign called La Vie On Board. Naturally, Eurostar advertised the new service across traditional and new media, however, the Instagram campaign, @LaVieOnBoard, is particularly remarkable.
If you have already traveled with the Eurostar, you may have thought that the trains were just… meh. I certainly thought so. Fortunately, this has changed with the arrival of a brand new fleet of trains, which now come with a set of upgrades passengers had long cried out for: free wi-fi, USB chargers as well as up to 300 hours of TV and movie content.
The new Instagram campaign highlights these in more ways than one: it is made of circa 200 still and animated images and taps into Instagram’s horizontal potential, creating a rich and light-hearted illustrated narrative with educational content, a showcase of the features on the new trains, as well as a preview of the travel experience for passengers.
To experience the campaign, users have to turn their devices on their side instead and scrolling from side to side instead of up and down. As such, the campaign is effective on mobile devices only.
If you like our stories, there is an easy way to stay updated:
The campaign involves a series of popular Instagram influencers, with Eurostar working hand-in-hand with photographer ByAfrique, fashion blogger Adenorah and French foodie Plus Une Miette. Users were invited to share a selfie using the #eurostar hashtag, for a chance to win tickets between Paris and London.
Have you ever harnessed the horizontal potential of Instagram? Let us know in the comments.
You might also like
More from Instagram
Facebook and Instagram have introduced cross-app messaging, letting users from one app find and message you on the other.
Instagram has announced new measures against bad behavior on its platform, including removing accounts that send abusive DMs.
Username hacking consists of stealing rare and coveted usernames on platforms like Instagram, and then sell them for a profit.
Instagram has rolled out a new Content Publishing API that will support scheduling and publishing single photo or video posts.
The Instagram Professional Dashboard is a single destination to help track your performance and access professional tools.