A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Product/Service
DEUTSCHE 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 Media?
The campaign combined target-group know-how, creativity, data and modern technology in a new creative way to tailor German Rail’s message to each media channel – giving it relevance and attention across all platforms. And to each individual person which lead to an actual change in thinking. Plus, 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 / insights (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