NO NEED TO FLY – AROUND THE WORLD IN GERMANY

Silver eurobest Award

Case Film

Presentation Image

ClientDEUTSCHE BAHN (GERMAN RAIL)
Category E09. Social Data & Insight
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

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%