Following its consolidation under a single brand, Eurostar wanted to reinforce its position as a smart and sustainable alternative for European travel. Together with WPP and DooH it, the brand set out to reach international travelers at a highly relevant moment: while moving between airports, train stations and city centres.
Reaching travelers when transport choices are still top of mind
The campaign ran throughout September 2025 across 219 DigiCab screens in Brussels, Antwerp and Charleroi. The activation focused on routes connecting major transport hubs, including Brussels Airport, Brussels Midi and Central stations, Antwerp Airport and Central Station, and Charleroi Brussels South Airport. DigiCab’s embedded AI contextualized exposure according to journey type, time of day, language and anonymous audience signals, while operating without storing personal data.The campaign delivered 887,492 impressions, above the 869,000 guaranteed, and generated 1.17 million OTS contacts. Passengers spent an average of 26 minutes in the media environment, while the Eurostar campaign achieved 58.4 seconds of active attention per contact — 82% above the mobility benchmark.Post-campaign research reinforced these attention results: 85% of exposed respondents remembered the campaign, while 79% expressed an intention to travel with Eurostar within three months of exposure. Women and travelers aged 25–45 recorded particularly strong attention levels, highlighting the relevance of contextual in-car media for engaging audiences during a key moment in their travel journey.
