NO NEED TO FLY – AROUND THE WORLD IN GERMANY
|Client||DEUTSCHE BAHN (GERMAN RAIL)|
|Category||B09. Use of Social Platforms|
|Title||NO NEED TO FLY – AROUND THE WORLD IN GERMANY|
|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|
|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.
BackgroundTHE 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
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