Grand Prix

Case Film

Presentation Image

Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation OGILVY GERMANY Frankfurt, GERMANY
Additional Company DEUTSCHE BAHN AG Frankfurt, GERMANY
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.


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

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.