Experiential & Social Content Campaign

For over 20 years people have been asking Eurostar ‘can you see fish when the train goes under the sea?’ and finally, Eurostar can reply ‘Oui’. Odyssey is a unique Virtual Reality experience, exclusively viewed on their trains.

Aimed at families and kids, viewers are taken on a magical and immersive underwater journey where they encounter shipwrecks, submarines, mermaids and collect species of marine-life for their explorers’ log.

Hyperactive was tasked with launching Odyssey to two audiences: encouraging those booked to travel to sample the virtual world, and inspire families travelling to Europe to book. We produced a film and experiential activity – anchored around the underwater theme and featuring a squad of deep sea divers.

The launch film follows a family of divers, complete with wetsuits and snorkels, as they check at St Pancras to embark on their underwater adventure, which you can see here. The film was used in a paid social campaign to raise awareness of Odyssey and can be seen below.

The experiential activity took place in the Departures Lounge at St Pancras International where travellers were given a taster of the VR content on specially modified VR headsets integrated into bespoke vintage divers masks. We identified the busiest travel days with the highest volume of families and ran the activity over 20 days during the summer holiday period. The experience was seen by over 1m travellers over this period and Eurostar enjoyed over 10k live interactions ranging from trialling the virtual content to receiving branded cardboard headsets to use on board.