A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
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
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 strategy
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
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 19 Euros?
Data and technology made the campaign even more relevant on Facebook:
Through Facebook-data, we identified target groups interested in specific destinations.
An algorithm found look-alike pictures on Getty Images.
Geotargeting pinpoints the closest airport to each person and the travel destination, while a search engine determines 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.
Turning a unique visual idea into a relevant, real-time social media price comparison.
List the results
The campaign successfully brought target-group know-how, creativity and real-time data together to create a relevant, first of its kind, real-time social media price comparison.The data-driven approach made it possible to tailor the offer to each individual person and thus made it more successful:
- CTR 850% higher than usual German Rail campaigns
- Reducing the cost per click by 59,3%
- Ad Impressions: 8.6 Mio
- The client set quite ambitious benchmarks - already higher than results from former campaigns.
Yet, the campaign managed to outperform each one:
- CTR: 110% higher than benchmark
- CPC: 24% lower than benchmark
- The total cost per click, including production and agency fee, was also reduced by 60%