Eurotunnel wanted DRUM to launch its summer campaign in a new and exciting way that would appeal to families. In partnership with the new Mission Impossible: Fallout film, DRUM created an ad that uses parallel themes to the film whilst also making use of the iconic Mission Impossible soundtrack to show how getting your family on holiday is in fact a mission very much possible with Eurotunnel.
The campaign showcases the ease and convenience of travelling with Eurotunnel - from Folkestone to Calais in just 35 minutes. You can pack your car full of everything you might possibly need – including your dog. DRUM captured the ease and convenience of a family journey to France using Eurotunnel le shuttle, whilst using iconic music and references from the Mission Impossible films and adding a bit of humour to deliver a fun and light-hearted ad.
The campaign launched across digital, cinema and social.
10% increase on average for the key USPs of ease, speed, value and reliability. This, in turn, led to a 5% increase in consideration. Across YouTube alone, we delivered 191% more views than we had originally planned. Overall the campaign, due in part to the use of 12 different channels and formats, delivered 13% more views than we expected. This led to 1 in 4 people recalling seeing the campaign, with those same people on average giving a likeability score of 78% for the creative. And with total sales volumes up YoY for June and July, it was most definitely a case of mission accomplished”
Senior Account Manager