NO NEED TO FLY – AROUND THE WORLD IN GERMANY

Silver eurobest Award

Case Film

Presentation Image

ClientDEUTSCHE BAHN (GERMAN RAIL)
Category A02. Data-driven Targeting
TitleNO NEED TO FLY – AROUND THE WORLD IN GERMANY
Product/ServiceDEUTSCHE BAHN (GERMAN RAIL)
Entrant OGILVY GERMANY Frankfurt, GERMANY
Idea Creation OGILVY GERMANY Frankfurt, GERMANY
Production SPIRABLE London, UNITED KINGDOM
Additional Company DEUTSCHE BAHN AG Frankfurt, GERMANY
Additional Company 2 GETTY IMAGES INTERNATIONAL Dublin, IRELAND
Credits
Name Company Position
Dr. Stephan Vogel Ogilvy Germany Creative Chairman
Bjoern Bremer Ogilvy Germany Chief Creative Officer
Peter Roemmelt Ogilvy Germany Executive Creative Director
Simon Oppmann Ogilvy Germany Creative Director
Sinya Horwedel Ogilvy Germany Art Director
Hendrik Frey Ogilvy Germany Art Director
Axel Tagg Ogilvy Germany Art Director
Francesca Pinheiro Ogilvy Germany Copywriter
Holger Schupp Ogilvy Germany Copywriter
Roland Stauber Ogilvy Germany Account Managemet
Florian Bader Ogilvy Germany Account Management
Magdalena Bulle Ogilvy Germany Art Buyer
Inessa Babkovich Ogilvy Germany Graphic Designer
Karina Dunayevska Ogilvy Germany Graphic Designer
Lea Theismann Ogilvy Germany Graphic Designer
Alex Pfaff Ogilvy Germany Director Creative Services
Mikel Regulez Spirable Lead Creative Technologist
Paul Brown Spirable Head of client Service
Antje Neubauer Deutsche Bahn AG Head of Marketing & PR
Oliver Schmidt Deutsche Bahn AG Advertiser Supervisor
Markus Faelsch Deutsche Bahn AG Advertiser Supervisor
Marlis von Schleyer Deutsche Bahn AG Advertiser Supervisor
Dr. Thomas Kemper Deutsche Bahn AG Advertiser Supervisor
Florian Schroeder Deutsche Bahn AG Advertiser Supervisor
Julia Straub Deutsche Bahn AG Advertiser Supervisor

Why is this work relevant for Creative Data?

Combining real-time data and user data with a unique visual idea in a new creative way made it possible to create a relevant, first of its kind, real time social media pricing comparison. The use of data gave the campaign more purpose by tailoring the offer to each individual person and thus made it more successful – outperforming former German Rail social media campaign’s CTRs by up to 850%.

Background

THE TASK: German Rail wanted to promote their super saver tickets for fast, inexpensive travel within Germany. THE PROBLEM: 72% of Germans prefer to spend their holidays abroad – because they find Germany boring. How do we get them to consider traveling within Germany using German Rail? THE SOLUTION: Instead of simply promoting a ticket-offer, we had to go one step further: first, we needed to promote Germany.

Describe the Creative idea / data solution (20% of vote)

A simple yet convincing side-by-side comparison: One side shows a beautiful international travel destination; the other, a look-alike destination in Germany. Our message: why pay for an expensive flight, when one can experience the same for only 19 Euros? How do we give this idea relevance and attention on social media? With data and technology. Through an automated process targeted videos-ads showed each person the real-time flight price from their current location to a travel destination, they are interested in. In comparison to a look-alike travel destination in Germany. Which they could reach for just 19 Euros. With the super saver ticket from German Rail. Turning a unique visual idea into a relevant real-time social media price comparison.

Describe the data driven strategy (30% of vote)

Our target audience for this offer was basically everyone. So, how do we make our campaign stand out in today’s social media ad jungle? Instead of a generic one-fits-all messaging strategy we came up with an approach tailored to each individual person: the first real time social media price comparison. We developed a microtargeted campaign, changing every Facebook video-ad to address each person’s current location and their travel interests in real time.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

To give our campaign even more relevance on Facebook we created the first real time social media price comparison. An algorithm found look-alike pictures on Getty Images. In Germany and worldwide. Through Facebook-data, we then identified target groups interested in specific destinations. Geotargeting pinpoints the closest airport to each person and the travel destination, while a search engine identifies the cheapest flight price – in real-time. Combining this data, targeted video-ads made travel enthusiasts an unbeatable offer: A train ride for just 19 Euros instead of an expensive flight. Completely automated. In infinite variations.

List the data driven results (20% of vote)

CTR 850% higher than usual German Rail campaigns Conversion: 6,61% 24% increase in revenue Ad Impressions: 8.6 Mio