Who trades in their car for a Deutschland-Ticket? Ogilvy and DB Regio are working with Wilke Zierden to transform a car that is no longer used into something completely new.
Frankfurt, 1. September 2023 – The current figures since the launch of the Deutschland-Ticket in May show: the offer is attractive for many. 8 percent of the total of 10 million ticket holders are new customers who have not used public transportation before, says a nationwide market research conducted by the association of German transport companies VDV on behalf of the German federal and state governments (https://www.vdv.de/deutschlandticket.aspx). The Deutschland-Ticket thus works in two directions. On the one hand, it gives financial relief to commuters. Secondly, it encourages people to switch to climate-friendly local public transport, thus supporting the climate protection goals in the transport sector. For the first time, the VDV market research now also shows results on modal shift: around 5 percent of all journeys made with the Deutschland-Ticket would otherwise have been made by car.
Deutsche Bahn and Ogilvy are using this as an opportunity for a one-off campaign. The idea is to find someone who will make their car available for a special conversion. After all, when switching to the Deutschland-Ticket, the expensive car becomes superfluous for many and can be given a completely new purpose. For example as pool or piano, as cellar bar or mega grill. In addition to the converted car the owner will receive 5 Deutschland-Tickets for a whole year, which can be distributed also to friends and family.
The campaign is presented by Wilke Zierden. On behalf of DB, the online star is accompanying the experiment with a short reality documentary on Instagram and Facebook. It will be interesting to see what conversion ideas come up and what an old car will ultimately be transformed into. (Vimeo link: https://vimeo.com/859730003?share=copy)
The campaign starts on 1. September and ends with the delivery of the converted vehicle back to the owner. Anyone wishing to apply can do so from 1. September at bahn.de/wilke.
And what the future could look like if more and more people continue to use public transport more often with the Deutschland-Ticket can be seen at ZUKUNFT NAHVERKEHR in Berlin from 4. to 9. September. The event shows how traffic on rail and road will develop and with which innovative concepts the industry can contribute to convince more and more people to use environmentally friendly public transport. In the „STATION Berlin“, DB and numerous industry players will be presenting concepts for new vehicles, ideas for digital solutions and new integrated mobility services that are designed to replace private cars and make public transport even more attractive over an area of 10,000 square meters.
You can find the detailed program here: www.zukunftnahverkehr.de
Katja Haaken, Marketingkommunikation Personenverkehr DB AG
Eileen Meissner, Marketingkommunikation Personenverkehr DB AG
Markus Fälsch, Marketingkommunikation Personenverkehr DB AG
Leila Mahmood, Marktstrategie und Branchenkommunikation DB Regio AG
Corinna Muschner, Marktstrategie und Branchenkommunikation DB Regio AG
Philipp Kühn, Marktstrategie und Branchenkommunikation DB Regio AG
Strategy: Fabian Broghammer; Creation: Sebastian Kamp, Bent Kroggel; Consulting: Alice Baldczus, Roland Stauber, Katharina Stückle
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