Deutsche Bahn UK
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Deutsche Bahn UK
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We produced a highly successful campaign site for the German railway company Deutsche Bahn in early 2010. The campaign encouraged young people to travel to music festivals across Germany using Deustche Bahn trains and was built around a competition to win tickets and travel to the ‘Melt’ music festival near Berlin. The campaign generated 215% more email sign ups than the target goal.
Transcript of Deutsche Bahn UK
![Page 1: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/1.jpg)
Deutsche Bahn UK
![Page 2: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/2.jpg)
Europes’ largest Travel website destination
![Page 3: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/3.jpg)
Problem:Low brand awareness
within the UK
![Page 4: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/4.jpg)
Our task: Encourage 18-24 year olds to
travel with us to Europe by rail.
![Page 5: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/5.jpg)
Insight: Society is shifting from the status
conferred by possession
To the status conferred by experiences and stories
![Page 6: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/6.jpg)
We briefed creative:There’s more to travel than
a destination – where’s your sense of adventure?
![Page 7: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/7.jpg)
And they responded:Wouldn’t it be fantastic if your journey ended with a festival
![Page 8: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/8.jpg)
We created a competition. Winners shared a journey through Europe by rail.
![Page 9: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/9.jpg)
To Melt! Festival in Germany
![Page 10: Deutsche Bahn UK](https://reader033.fdocuments.net/reader033/viewer/2022051608/5456e318b1af9fba5d8b4750/html5/thumbnails/10.jpg)
An experience to share.