After merging under a single brand, Eurostar sought to reaffirm its leadership as the smart, sustainable alternative for European travelers. To do so, the brand needed to reach passengers already in transit in the exact moment when they compare transport options: on the way to or from airports and train stations.
TOGETHER, WE GO FURTHER
Airports and train stations are among the most competitive advertising environments, filled with stimuli, hurry and stress. Traditional OOH loses impact here because travelers are focused on logistics, not messages. The challenge was to create meaningful attention in motion, turning a functional moment — the ride — into a moment of consideration.
The campaign was deployed on 219 DigiCab screens in Brussels, Antwerp and Charleroi. Each equipped cab targeted airport-to-station routes, automatically adapting the content through AI-driven geolocation. The hubs covered were Brussels National Airport, Brussels Midi & Central, Antwerp Airport & Central, and Charleroi Brussels South. The campaign ran from 1 to 30 September 2025 with a 30-second creative and an investment of €13,670 excluding VAT.
Once passengers entered the cab, the DigiCab screen launched a four-minute curated loop combining the Eurostar spot, cultural and associative content, and contextual animations related to travel and mobility. The onboard AI identified age and gender segments, journey type, time of day and language — FR or NL — to deliver personalised and context-relevant exposure without storing personal data.
The innovation combined mobility, AI and attention measurement: real-time eye-tracking using a six-point facial model, detection of active versus passive viewing, and aggregation of anonymous audience data to calculate views per contact, average attention time and uplift versus the mobility benchmark.
Key results:
– 887,492 impressions delivered versus 869,000 guaranteed.
– 1,171,489 OTS contacts.
– 26 minutes of average exposure time per audience.
– 58.4 seconds of active attention per contact.
– +82% attention versus the mobility benchmark.
– 85% remembered the campaign.
– 79% intended to travel with Eurostar within three months of exposure.
“Our objective was to capture travelers’ attention in a context particularly conducive to engagement, in order to introduce them to our Eurostar film. Beyond simple visibility, the ability to measure real, sustained, and high-quality attention in a contextualized environment played a key role. The results confirm the power of this format to effectively engage our audiences.” — Claire Bossard, Eurostar.
“Eurostar was looking to reach travelers in relevant environments. The partnership with DooH it perfectly met this objective. It is the ideal solution to combine a strategic distribution context, particularly in taxis and ride-hailing vehicles connecting airports and major train stations, with precise targeting of an audience on the move at key moments of their journeys.” — Alexis Grégoire, WPP.
