Ogilvy presents the effortlessness of traveling by train.
Frankfurt, April 26, 2022 – Deutsche Bahn is launching its summer campaign today, which also serves as a new campaign platform for the image and product services of passenger transportation across all target groups and channels.
The basic idea behind Deutsche Bahn's new campaign is surprisingly simple. It instrumentalizes DB's travel information, one of the best-known and most-used search boxes in Germany. But instead of simply entering the connections from one place to another, the campaign focuses on the emotions associated with travel. It's about the contrasts "from standstill to movement", "from lethargy to energy", "from the frustrations of life to the joy of living".
Jürgen Kornmann, CMO of Deutsche Bahn AG, is convinced by the concept: "In this way, we can communicate the inspiring wealth of possibilities that Deutsche Bahn offers beyond simply getting from A to B. After all, it is precisely the metaphysical aspects of travel that enrich our lives and fill them with joy. The campaign concept allows for a joint appearance of DB's long-distance and local transport services and ensures a consistent presence across all target groups and channels. At the same time, the campaign leaves plenty of room to address the regional and product-specific advantages of traveling by eco-friendly rail.”
Small and big stories are told in three phases. Phase 1 is a joint campaign for long-distance and local transport with the message “Vacations are done by train”. In Phase 2, the long-distance segment cooperates with 10 tourism partners and focuses on specific destinations and occasions: from the North Sea to the Allgäu. In phase 3, the communication focuses on the wide range of services offered by Deutsche Bahn and addresses the relevant core target groups. Likeable, surprising and sometimes thought-provoking. This is the new effortlessness of traveling with Deutsche Bahn.
Stefanie Berk, Head of Marketing for Long-distance Passenger Transport, praises the flexibility of the campaign concept: "The campaign can be combined like a kaleidoscope of people and moments. We can address all of our important target groups and needs individually and authentically. The concept is as diverse as our country and its people. This has also helped us a lot in entering into collaborations with tourism partners. In Phase 2, for example, Europa-Park Rust, the musical "Starlight Express", the play "Harry Potter" and the cities of Bremen and Berlin will be explicitly featured.
For Andreas Schilling, Marketing Board Representative at DB Regio, the concept is also characterized by its versatility: "The reasons for traveling with DB Regio are even more varied and multifaceted at a regional level. Whether it's from "long time no see to reunion" or from "everyday life to a hiking day": the excursions are made by train. Pprticularly in times of high energy prices and due to the progress made in turning around traffic, Deutsche Bahn offers the most sustainable means of transportation for traveling through the region. The ideal combination of regional and long-distance transport and joining forces is something we have learned to do in times of crisis, and it will also be one of the campaign's strengths this year.
Film production Erste Liebe and director Cadmo Quintero are responsible for the presentation of the three phases of the new campaign platform with a total of over 17 film formats for TV, OLV and social, complemented by individual configurations of the concept tailored to DB Regio. Film production company Anqer and director Simon Hebler were responsible for shooting the Regio scenes at the station.
Dr. Stephan Vogel, EMEA CCO at Ogilvy, is proud of the new idea, which was developed centrally from the core of the brand and uses an iconic element of Deutsche Bahn in the form of the search box. "The idea is universally applicable and has the potential to work for DB for a long time, because it can always be revised and presented in a new way. Slight spoiler: More campaigns for DB are in the works."
Vimeo Link: https://vimeo.com/702917963/38ee940865
Deutsche Bahn AG
Campaign Management Konzern: Jürgen Kornmann, Marlis von Schleyer, Franziska Wolfstädter, Katja Haaken, Diana Scharl, Markus Fälsch, Julia Janßen
Personenfernverkehr: Stefanie Berk, Dr. Thomas Kemper, Julia Graffenberger, Kristell von Lautz-Gast
Personennahverkehr: Andreas Schilling, Mario Theis, Philipp Kühn, Corinna Muschner
Strategy: Carla Müller; Creation: Dr. Stephan Vogel, Siyamak Jung, Peter Römmelt, Simon Oppmann, Sinya Horwedel, Bent Kroggel, Sebastian Kamp, Sara Steiner, Laura Hofmann, Elena Chiaradia; Client Service: Roland Stauber, Alice Baldczus, Sophia Rau, Sina Almes, Bettina Agemar; Integrated Production: Claudia Vaternahm, Tina Rentzsch
Film production: Erste Liebe, Berlin
Regie: Cadmo Quintero
Film production DB Regio Szenen am Zug: Anqer GmbH
Regie: Simon Hebler
Media: Carat Deutschland
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