Europarunt - The Interrail Vintage Journey
With a strategy built on trend scouting this campaign taps into the zeitgeist of our main target group’s (young people under the age of 28) love for Italy and vintage fashion.
Europarunt sent Martin, a charismatic vintage store owner, on a train adventure across Europe with an Interrail Pass. His mission? To hunt down the best Italian vintage fashion in the county. Over two weeks, we documented Martin’s trip as he enjoyed scenic train routes, explored hidden gems, and discovered local markets in Berlin, Munich, Milan, Florence, Rome, Napoli, and Palermo.
The campaign showcased how easy and exciting it is to explore Europe by train and resulted in a 30-minute short film and much more.
The campaign was launched in several steps. First, we released glimpses of Martin's journey on social media, to generate interest. Next, we threw a big release party for the short film at Napoli Centrale. The store was transformed into a mini Italy, where each rack represented a city from Martin's trip and each garment had a uniquely designed label with a story from the trip. Several retro TVs showed the short film in the shop window which was re-dressed with the campaign and Europarunt logo. This became a bonus advertising space that stayed up for over two months, in the middle of one of Stockholm's most lively and trendy districts.
In addition, we implemented an omnichannel strategy, where the focus was on YouTube, TikTok and Instagram to drive traffic to our dedicated landing page on Europarunt.se.
