| Title | DEUTSCHE BAHN "THE FAN" |
| Brand | DB MOBILITY LOGISTICS |
| Product/Service | LONG-DISTANCE TRAFFIC |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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BBDO GROUP GERMANY Berlin, GERMANY
|
|
Idea Creation
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BBDO GROUP GERMANY Berlin, GERMANY
|
|
PR
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BBDO GROUP GERMANY Berlin, GERMANY
|
|
Production
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SOUP FILMPRODUKTION Berlin, GERMANY
|
Credits
| Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Jan Harbeck |
BBDO Berlin GmbH |
Creative Managing Director |
| Ton Hollander |
BBDO Berlin GmbH |
Creative Managing Director |
| Lukas Liske |
BBDO Berlin GmbH |
Executive Creative Director / Copywriter |
| Daniel Schweinzer |
BBDO Berlin GmbH |
Executive Creative Director / Art Director |
| Franzis Heusel |
BBDO Berlin GmbH |
Managing Director |
| Maike Schroeder |
BBDO Berlin GmbH |
Group Account Director |
| Meike Freymuth |
BBDO Berlin GmbH |
Account Manager |
| Alexander Geier |
BBDO Berlin GmbH |
Agency Producer |
| Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
| Stephan Fruth, Birgit Damen, Mika Gannon |
Soup Filmproduktion GmbH |
Producer |
| - |
Pirates'n Paradise, Berlin |
Post Production Company |
| Florian Stärk |
Chimney Group |
Post Production / Grading |
| Andreas Hindrichkeit |
Pirates'n Paradise, Berlin |
Producer |
| - |
MOKOH Music |
Music / Sound Design |
| - |
SHAKERI/P3RRY |
Composer |
| Stephan Moritz |
- |
Producer |
| Simon Glöde |
- |
Vocals |
| - |
Teldex Studio Berlin |
Audio Production House |
| Tom Ruszbüldt |
- |
Sound Engineer |
| Matt Smukler |
- |
Director |
| Julian Hohndorf |
- |
Director of Photography |
| Peer-Arne Sveistrup |
Pirates'n Paradise, Berlin |
Editor |
| Verena van der Hayden |
- |
Make up Artist |
| Ingken Benesch |
- |
Styling |
| - |
Emily Tilelli ETCasting, London |
Casting |
The Campaign
Gays in football is one of the last big taboo topics in Germany. Not one single player in the professional leagues is openly gay. One week before the EURO 2016, “Deutsche Bahn“ published a shortfilm that gave the public debate about football in Germany a new twist. It was the story of a passionate football fan, following his team via ICE train throughout the season. Only in the end it turns out: the fan is actually more than a regular fan – he’s in a relationship with one of the players. The message: Deutsche Bahn is “connecting more than just A and B“. No other big brand in Germany had made a comparable statement so far.
Campaign Success
The film was published on June 1st and hosted in parallel on Youtube, Facebook and Twitter, accompanied by an official press release. Within the shortest time, every major media in Germany took up the subject.
Describe the success of the promotion with both client and consumer including some quantifiable results
„The Fan“ became the campaign with the most positive feedback in the history of Deutsche Bahn. Even the German Foreign Minister shared the film on his official FB site. Two months later, for the first time ever, a major German Football Association took part in Christopher Street Day.
- 10m views on various platforms
- 141 online articles, 27 print articles, 3 TV stations
- sparking a national conversation
- Most positive response in the history of Deutsche Bahn (> 70% positive mentions in social media)
Explain why the method of promotion was most relevant to the product or service
„The Fan“ became the campaign with the most positive response in the history of Deutsche Bahn. It completely changed the perception of old Germany Railway “Deutsche Bahn“ from a traditional state-owned corporation into a modern, liberal brand with an attitude: connecting more than A and B.
We turned the biggest challenge for Deutsche Bahn – creating a positive conversation for the most bashed German brand in a time where everyone talks about football – into their advantage. „The Fan“ wasn’t perceived by the public as a viral film, but as bold statement that came unexpected and that “hit a nerve“ (BILD tabloid paper).