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← Back to IdeasRead Until the Train Arrives. Deutsche Bahn and Ogilvy transform train stations into centers of learning.
Frankfurt, November 21, 2025 – Starting today, Deutsche Bahn, together with its creative agency Ogilvy, is turning waiting time at train stations into valuable reading time. The innovative out-of-home campaign, "Read Until the Train Arrives," uses vacant spaces to offer travelers straightforward access to education and culture. The initiative kicks off today, coinciding with Germany's National Read Aloud Day, at selected major train stations.
The concept is captivating in its simplicity and effectiveness. On attractively designed displays, travelers can immerse themselves in major literary works and socially relevant speeches in 5, 10, 20, or 30-minute reading sessions—perfectly tailored to their waiting time.
The selection is diverse, ranging from Martin Luther King's iconic "I Have a Dream" speech and Malala's inspiring words to the United Nations, to literary milestones like Franz Kafka's "The Metamorphosis," Jane Austen's "Pride and Prejudice," and Johanna Spyri's "Heidi." The wide-ranging selection appeals to a variety of interests.
At the technological core of the campaign is an AI agent, specially trained to capture the essence of these works with maximum fidelity to the original text. This process goes far beyond simple algorithmic text shortening. The AI first analyzed the semantic structures, thematic focal points, and narrative density of the originals. Special value was placed on stylistic approximation: the AI identified the tone and characteristic writing style of each author to generate a summary that remains as close as possible to the spirit and atmosphere of the original. This ensures that even the short versions provide an authentic, high-quality reading experience that honors the cultural significance of the works—even for someone with just five minutes to wait for their train.
"We are convinced that waiting time doesn't have to be lost time," explains Marlis von Schleyer, Head of Strategic Marketing Management at DB InfraGO. "With ‘Read Until the Train Arrives,’ we are creating real value for travelers. We are not only offering a meaningful activity but also facilitating access to knowledge and culture. It's a new dimension of OOH marketing that uniquely combines education and technology."
"‘Read Until the Train Arrives’ is a wonderful example of content marketing and the creative use of public spaces," says Roland Stauber, Managing Director at Ogilvy. "The campaign demonstrates how brands and initiatives can build positive associations through meaningful offerings while making a real societal contribution. It harnesses the potential of OOH media and shows how OOH can be used beyond its typical framework, not only for campaign awareness but also for driving engagement."
The first displays will be visible on "Read Aloud Day," November 21, 2025, at train stations in Berlin, Munich, Frankfurt am Main, Dresden, and many others, with plans to expand to additional locations and content.
The makers
DB Personenbahnhöfe
Marlis von Schleyer, Leiterin strategisches Marketingmanagement DB InfraGO
Sebastian Mensing, Leiter operatives Marketingmanagement DB InfraGO
Linda Denzel, Marketingmanagement DB InfraGO
Isabell Weiß, Marketingmanagement DB InfraGO
Ogilvy
Creative: Maximilian Ettl, Julia Kohlenberger, Simon Oppmann, Peter Römmelt; Account Management: Alice Baldczus, Roland Stauber, Katharina Stückle; Production: Joachim Becker, Simone Kulessa
Presse office Ogilvy Germany
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Telefon: +49 1172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany