deutsche bahn uk
Post on 02-Nov-2014
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We produced a highly successful campaign site for the German railway company Deutsche Bahn in early 2010. The campaign encouraged young people to travel to music festivals across Germany using Deustche Bahn trains and was built around a competition to win tickets and travel to the ‘Melt’ music festival near Berlin. The campaign generated 215% more email sign ups than the target goal.
TRANSCRIPT
Deutsche Bahn UK
Europes’ largest Travel website destination
Problem:Low brand awareness
within the UK
Our task: Encourage 18-24 year olds to
travel with us to Europe by rail.
Insight: Society is shifting from the status
conferred by possession
To the status conferred by experiences and stories
We briefed creative:There’s more to travel than
a destination – where’s your sense of adventure?
And they responded:Wouldn’t it be fantastic if your journey ended with a festival
We created a competition. Winners shared a journey through Europe by rail.
To Melt! Festival in Germany
An experience to share.
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