When the client calls. The German railway company Deutsche Bahn and Ogilvy show how to make the most of your business trips
Frankfurt, May 18, 2023 - Starting from May 18, 2023, Deutsche Bahn is launching a new campaign aimed at business travelers, to convince them of the benefits of traveling by train. The centerpiece of the campaign is the film "The Client," which tells a relatable story demonstrating why the railway is the best option for business travel when compared to other modes of transportation.
The world of business today is characterized by speed and high dynamics, with tight schedules, fast correction requests, and important customer inquiries. The pandemic has only intensified this reality. Those who cannot keep up with the demands of today's business world quickly fall behind.
The film tells the story of Ms. Fischer, who is on her way to a business meeting in her car when she receives a message from her client. Not being able to read or respond to the message immediately creates immense pressure inside her, making the client omnipresent in the business traveler's mind. It is a true nightmare that many business travelers experience.
"Not the case when traveling by train," said Stefanie Berk, Board Member Marketing of Deutsche Bahn long-distance travel. "In DB's long-distance travel, business travelers are equally productive and relaxed, without having to keep their hands on the steering wheel. As a side effect, passengers travel in an environmentally friendly way, thanks to 100% green energy in DB long-distance travel."
"We want to address the target group of business travelers again in a very targeted way and communicate relevant advantages of train travel in a playful manner," said Juergen Kornmann, Head of Marketing & PR, CMO Deutsche Bahn Group.
"Our goal was to create a dramatic but humorous storytelling approach that highlights the stress of not being able to check or respond to messages while driving. The film portrays the protagonist experiencing this pressure first-hand before finally finding peace on the train," said Siyamak Jung, Chief Creative Officer of Ogilvy Frankfurt.
The film will premiere on May 18, 2023, on YouTube and as a 30-second ad on TV, accompanied by a large digital campaign and targeted touchpoints for the target audience.
Deutsche Bahn AG
Marketing communication DB Fernverkehr (long-distance travel):
Stefanie Berk, Board Member Marketing
Dr. Thomas Kemper, Head of Market Communication
Julia Kilian, Team Manager Market Communication
Juergen Kornmann, Head of Marketing & PR, CMO
Julia Janssen, Head of Marketing Communication & Campaign Management
Markus Faelsch, Head of Marketing Communication Passenger Transport
Flo Schroeder, Marketing Communication Passenger Transport
Strategy: Carla Mueller, Fabian Broghammer Creative: Siyamak Jung, Sinya Horwedel, Asli Sahin, Bent Kroggel, Neil White, Chané Botha, Sebastian Kamp, Laura Hofmann, Siddarth Shelton, Elena Chiaradia, Pouria Dayyan Account: Roland Stauber, Alice Baldczus, Sophia Rau Producer: Tina Rentzsch
Film production: BWGTBILD
Producer: Anastasia Konovalova