Award winning campaign for Interrail.
Award winning campaign for Interrail.
It’s an election year in Sweden, and the national and right-wing populist party Sweden Democrats causes one controversy after the other. The latest one to blow up Twitter and stir lively debates online, and in the media, was met by a timely campaign signed by the digital platform for train travel, Europarunt.
On Tuesday, August 16, the top Sweden democrat Tobias Andersson shared a photo of a subway covered in the party’s advertising on his Twitter. Along with the picture, he wrote ”Welcome to the return migration train. You hold a one-way ticket. Next stop, Kabul!”
The next day, we published a similar tweet from Europarunt’s account, with a very different message. The tweet read "Welcome to the Europarunt train. You hold an Interrail pass. Next stop, cultural exchange, diversity, and peace! For 50 years, Interrail has stood for unlimited travel in 33 countries and promotes openness, freedom, and tolerance.” The text was accompanied by an image depicting one of Snälltåget's cars dressed in the advertisement for Interrail's 50th anniversary. The tweet quickly went viral and generated lots of engagement.
Naturally, there was no brief but the idea arose spontaneously from a discussion at the agency. We are constantly searching for opportunities by following and analyzing the news and other current events. On Twitter it all comes down to great timing – the topics trending today will be forgotten tomorrow. Therefore, it was important for us to act quickly and thanks to the client’s swiftness to embrace it, our tweet could be published while the debate was peaking. The campaign was born on Twitter but it also lived on both Facebook and Instagram. It has received mixed reactions, mostly positive ones but also some angry comments. For everyone who’s not constantly on social media, it was printed in the major newspaper Svenska Dagbladet.
Our goal was to communicate the client’s core values in a way that would resonate with people. As a bonus, we were given the opportunity to draw attention to Interrail’s 50th anniversary.
This was a golden opportunity for us to convey what Interrail and Europarunt stand for and generate positive sentiment for the brand, says Eddie Junblom, Art Director at Sweet Creatives.
The train with Interrail’s celebratory advertisement has rolled between Stockholm and Berlin since July this year, and the jubilee comes right on time. People have been longing to explore Europe after the pandemic and want to do so in a climate-conscious way.
We are all inspired by the client’s commitment. We have worked with them since 2015 and are very grateful for the trust. The pandemic hit the entire train industry hard and Europarunt was no exception. We are proud to be back on sales numbers close to the record year 2019 and look forward to seeing what the future holds, says Daniel Rösth, CEO at Sweet Creatives.
Naturally, there was no brief but the idea arose spontaneously from a discussion at the agency. We are constantly searching for opportunities by following and analyzing the news and other current events. On Twitter it all comes down to great timing – the topics trending today will be forgotten tomorrow. Therefore, it was important for us to act quickly and thanks to the client’s swiftness to embrace it, our tweet could be published while the debate was peaking. The campaign was born on Twitter but it also lived on both Facebook and Instagram. It has received mixed reactions, mostly positive ones but also some angry comments. For everyone who’s not constantly on social media, it was printed in the major newspaper Svenska Dagbladet.
Our goal was to communicate the client’s core values in a way that would resonate with people. As a bonus, we were given the opportunity to draw attention to Interrail’s 50th anniversary.
This was a golden opportunity for us to convey what Interrail and Europarunt stand for and generate positive sentiment for the brand, says Eddie Junblom, Art Director at Sweet Creatives.
The train with Interrail’s celebratory advertisement has rolled between Stockholm and Berlin since July this year, and the jubilee comes right on time. People have been longing to explore Europe after the pandemic and want to do so in a climate-conscious way.
We are all inspired by the client’s commitment. We have worked with them since 2015 and are very grateful for the trust. The pandemic hit the entire train industry hard and Europarunt was no exception. We are proud to be back on sales numbers close to the record year 2019 and look forward to seeing what the future holds, says Daniel Rösth, CEO at Sweet Creatives.
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