Europarunt - A Random Interrail Journey
Europarunt is one of the leading retailers of Interrail passes in Sweden. In the summer of 2023, they needed a new concept to broaden their target audience and get young men from 18–28 to hop on the train. The short-term goal was to increase ticket sales and the long-term goal was to influence attitudes and behaviors by highlighting the flexibility of Interrail.
From that brief, A Random Interrail Journey was born. We sent the YouTube veterans Random Making Movies – Jonas, Jonsson, and Kulan – on an unconventional journey through Europe. They had Interrail passes but no idea where they were going. The premise was simple but effective: strangers chose their travel destinations. Completely random.
It all started at Stockholm Central Station. The YouTubers asked a stranger on the platform for their first destination. Hamburg, was the answer and the adventure began. Over the course of one week, they explored six countries, attended a wine tasting in Garda, got invited to an afterparty, tried local cheese in Interlaken, and much more.
RMM documented the journey and published it on their channels. It was a hit. A Random Interrail Journey became the best-performing video out of their last ten with over 727 thousand views and counting. For Europarunt, it meant over one hour of train traveling content communicated directly to the target audience.
The campaign was also launched on RMM’s podcast, TikTok and Instagram, as well as in the travel magazines Kupé and Vagabond. On TikTok, we rode the wave of the summer’s biggest trend #wesanderson. The trend fit Europarunt perfectly since the brand identity is inspired by Wes Anderson’s iconic style. The finale of the collaboration was a competition where the prize was a train adventure for two.
