After the extremely successful Da Vinci Code campaign, de-construct was asked to provide speculative ideas for a new CRM system with digital at its heart. We created the idea of Eurostar Live as a way of sharing content across multiple channels – online, mobile and digital outdoor.

We suggested Eurostar should provide city-guide content for both London and Paris from celebrities that epitomise each city, such as Damien Hirst or Jean-Paul Gaultier. Users would be able to download these guides to their mobiles before exiting the Eurostar station. After their break, they would be able to upload their own experiences/photographs of that city into their own ‘locker’. This content would then form part of a larger content pool which could be accessed by other users. Massive digital outdoor billboards at both Eurostar stations would advertise the idea and drive incentives such as free tickets, to encourage interaction with the campaign.