The commercials are part of the radio broadcasts on www.radiolondres.be. There, complete radio programs give advice to people who still take the plane to London, a complicated journey. The amateurish approach and the ancient sound of the resistance radio underline how totally outdated it is to still take the plane to London. Although Radio London persists in defending flying to London, the listener understands Eurostar is a far better solution.

The client briefed our agency to create a promotional campaign for a return fare of €65. We recommended to raise the price with €4, so we could go ahead with the provocative €69. We fully exploited the sexual connotations of 69 and made the promotional price the central element of the campaign.

- Market share increased by 6p to reach outstanding 61% in June 2005- Monthly number of travellers peaked by 35%- A lot of free press coverage