NO NEED TO FLY – AROUND THE WORLD IN GERMANY

Short List
ClientDEUTSCHE BAHN (GERMAN RAIL)
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
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
Sandra Nowak 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
Andreas Wiens Ogilvy Germany Post Production
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 Direct?

The campaign brought target-group know-how, creativity, data and modern technology together to not only transport German Rail’s message across all platforms and channels. But to actually tailor the offer to each individual person – leading to an actual change in thinking. And a 24% increase in revenue.

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. 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 (30% of vote)

How do we get the 72% of Germans who prefer international destinations to consider traveling within Germany using German Rail? By showing travellers that they don’t have to buy an expensive flight. They could experience exactly the same thing – by taking the train for just 19 Euros. In Germany. The campaign idea is strikingly simple: a side-by-side comparison. One side shows a beautiful international travel destination, the other a look-alike destination in Germany. With only one difference: the price.

Describe the strategy (20% of vote)

Our target audience for this product is basically everyone. So, instead of a general one-fits-all messaging strategy we used consumer insights and data to develop a campaign tailored specifically to each individual channel. An out-of-home and online display campaign at strategically chosen touchpoints. Using influencer marketing on Instagram. And creating the first real-time social media price comparison on Facebook, in which every video-ad addressed each person’s current location and their travel interests in real time.

Describe the execution (20% of vote)

Based on a unique visual idea we developed a campaign to each channel, from traditional out-of-home to innovative social-media communication. On Instagram we asked Germany’s most well-known outdoor-instagrammers, German Roamers, and 63 other influencers to actually road-test our offer. They accepted the challenge and showed their followers that the most beautiful locations worldwide can be found right here in Germany. And communicated that all it takes to get there are 19 Euros. With German Rail. On Facebook we created the first real-time social media price comparison: Using an algorithm, we found look-alike photographs of travel destinations worldwide and in Germany. Facebook-data identified relevant target groups. Geo-targeting pinpoints the closest airport for each person. Another algorithm finds each destination airport and determines the cheapest flight price. Combining this data, real-time video-ads made an unbeatable counteroffer: A train ride for 19 Euros. Completely automated. In infinite variations.

List the results (30% of vote)

CTR 850% higher than usual German Rail campaigns Conversion: 6,61% 24% increase in revenue Ad Impressions: 23.5 Mio 83% positive comments – German Rail’s most positive social media campaign