| Title | DEAR GRANDPA |
| Brand | GERMAN RAIL |
| Product/Service | GERMAN RAIL |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Idea Creation
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Additional Company
|
DB MOBILITY LOGISTICS Berlin, GERMANY
|
Credits
| Dr. Stephan Vogel, Michael Kutschinski |
Ogilvy Germany |
Chief Creative Officer |
| Peter Roemmelt |
Ogilvy Germany |
Executive Creative Director |
| Simon Oppmann |
Ogilvy Germany |
Creative Director, Copywriter |
| Daniela Schmidt |
Ogilvy Germany |
Creative Director Content |
| Serdar Kantekin |
Ogilvy Germany |
Creative Director Concept |
| André-Levy Silva, Asae Tanaka, Simon Oppmann |
Ogilvy Germany |
Art Director |
| Asli Sahin, Bent Kroggel |
Ogilvy Germany |
Copywriter |
| Roland Stauber, Katja Berghoff , Ariane Sketcher, Giorgina Freund, Oliver Hacke |
Ogilvy Germany |
Account Management |
| Rochus Landgraf |
Ogilvy Germany |
Head of social Web |
| Pascal Rene Rudolf |
Ogilvy Germany |
Digital Conversation Analyst |
| Gabriele Handel-Jung |
German Rail |
Advertiser's Supervisor |
The Campaign
We make Edeka’s lonely grandpa an offer he cannot resist. Instead of waiting for his family to visit him he takes the train. For only 19 euros.
Execution
We photoshopped Edeka’s grandpa into a photo of one of our dining cars and made him an offer: Dear Grandpa, don’t wait for them to visit you. We posted this picture on Facebook and
Twitter.
Our posting went viral directly. Nearly all German magazines reported on this posting. Our posting earned more than 26.000 likes and 1.800 shares. With only 1 Facebook posting we generated 10,3 million media contacts and could sell thousands of 19 Euro tickets.
The Situation
With only 1 Facebook posting we achieved that all German magazines reported on our posting. We generated 10,3 million media contacts and could sell thousands of 19 Euro tickets. Just only by having a good idea and using the right hashtag at the right time.
The Strategy
Germany was discussing about the Christmas commercial by Edeka. On 2nd of December #heimkommen (coming home) was the most used hashtag in Germany. We created a posting (in which we made Edeka’s lonely grandpa an offer), used the same hashtag and posted it on Facebook and Twitter. The effect was huge: after only a fewer hours our posting went viral. On 2nd of December Germany was discussing about the Christmas commercial by Edeka and about our posting.