NO NEED TO FLY – AROUND THE WORLD IN GERMANY
| Title | NO NEED TO FLY – AROUND THE WORLD IN GERMANY |
| Brand | DEUTSCHE BAHN (GERMAN RAIL) |
| Product/Service | DEUTSCHE BAHN (GERMAN RAIL) |
| Category |
C03. Real-time Response |
|
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
| 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 Direct?
The campaign successfully brought target-group know-how, creativity and real-time data together to create the first of its kind, real time social media pricing comparison.
The data-driven approach gave the campaign more relevance 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 (30% 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 strategy (20% 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 execution (20% of vote)
To give our campaign more attention and 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 results (30% of vote)
CTR 850% higher than usual German Rail campaigns
Conversion: 6,61%
24% increase in revenue
Ad Impressions: 8.6 Mio