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← Back to IdeasWelcome to the station – Deutsche Bahn and Ogilvy launch a new campaign platform for passenger stations.
Frankfurt, 13 May 2025 – Under the motto “Welcome to the station”, Deutsche Bahn is launching a new campaign platform for its more than 5,400 passenger stations and is sending out a strong signal for a better quality of stay and future orientation.
“As Germany’s biggest host, we welcome millions of people to our stations every day. With the ‘Welcome to the station’ campaign, we are showing what we are doing to make our guests feel comfortable and welcome,” says Martell Beck, CMO of Deutsche Bahn. “In a first campaign module for stations of the future, we are presenting a variety of modernization measures. The motto here is: Welcome, more comfort. Welcome, better information. Welcome, more accessibility,” Beck continues.
The second campaign strand accompanies the cleanliness campaign at a total of 700 stations. A broad-based campaign communicates this offensive with a focus on social media, in online films and digital OOHs under the motto “Clean is more beautiful.” The humorous and very strikingly staged films by Ogilvy and director Marian Meder focus on litter personified. In the form of chewing gum, graffiti spray cans or human-sized cigarette butts, it annoys travelers at train stations. But there is a quick remedy. Because the station cleaning teams take care of it and remove the garbage. Politely, but firmly.
The films communicate the topic of cleanliness with humor and ease. As do the advertising materials directly at the stations. Here, for example, stickers on garbage cans and cleaning vehicles point out that cleanliness at the stations is also a joint effort. Throwing waste in the bins instead of on the ground is a good start.
“The new ‘Welcome to the station’ campaign platform makes it possible to talk about a wide range of topics and to make DB’s many measures, initiatives and ideas for better stations visible in the coming years. And with a very friendly tone that helps to emotionally charge even drier topics,” says Marlis von Schleyer, Head of Strategic Marketing Management DB Passenger Stations. “‘Welcome to the station’ was also the motto last Friday at Ostbahnhof Berlin and Warschauer Straße. Billie Eilish spontaneously greeted our guests with an announcement about her show. An example of how flexible and lively our new platform idea can be,” adds von Schleyer.
In view of the fact that more than 20 million guests are welcomed at train stations in Germany every day, it is clear to everyone that this is an ongoing process. Step by step, project by project, we are working towards a major goal: More and more modern train stations for Germany, where everyone feels welcome.
Vimeo link „Kippe“ (cigarette butt): https://vimeo.com/1081850366?share=copy#t=0
Vimeo link „Kaugummi“ (chewing gum): https://vimeo.com/1081849276?share=copy#t=0
Vimeo link „Graffiti“: https://vimeo.com/1081848765?share=copy#t=0
The creators
Deutsche Bahn Konzernmarketing (group marketing)
Julia Janßen, Head Marketing Communication and Media
Friederike Pecoraro, Marketing Communication Corporate/HR/B2B
Matthias Hartmann, Marketing Communication Corporate/HR/B2B
DB Personenbahnhöfe (passenger stations)
Marlis von Schleyer, Head Strategic Marketing Management DB InfraGO
Sebastian Mensing, Head Operative Marketing Management DB InfraGO
Susann Müller, Marketing Management DB InfraGO
Paulina Laura Schmied, Marketing Management DB InfraGO
Sandra Bauer, Marketing Management DB InfraGO
Ogilvy
Strategy: Frank Tavidde; Creation: Maximilian Ettl, Sinya Horwedel, Sebastian Kamp, Sven Moormann, Tim Nockemann, Simon Oppmann, Timon Osche, Peter Römmelt; Consulting: Alice Baldczus, Leona Nöthe, Roland Stauber, Katharina Stückle; Production: Tina Rentzsch, Claudia Vaternahm
Director: Marian Meder
Production: PUK Studios
Ogilvy press office
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt, Germany
Telefon: 069 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany