ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Direct / Digital - Single
Annual ID
ADC_ADV19116M
About the Work
72% of Germans spend their holidays abroad. How do we make them consider traveling within Germany using German Rail? With a simple side-by-side comparison: One side shows a beautiful international travel destination; the other, a look-alike destination in Germany. Our message: why pay for an expensive flight, when one can experience the same for 19 Euros? Data and technology made the campaign even more relevant on social media: Through Facebook-data, we identified target groups interested in specific destinations. An algorithm found look-alike pictures on Getty Images. Geotargeting pinpoints the closest airport to each person and the travel destination, while a search engine determines the cheapest flight price – in real-time. Combining this data, targeted video-ads made travel enthusiasts an unbeatable offer: A train ride for just 19 Euros instead of an expensive flight. Completely automated. In infinite variations. Turning a unique visual idea into a relevant, real-time social media price comparison
2019 Awards
Total Points: 2
Merit Honor
Credits
Agency
Ogilvy / Germany
Client / Brand
German Rail / Berlin
Production Company
Spirable / London
Post Production Company
H&O Frankfurt / Frankfurt
Art Director
Sinya Horwedel
Hendrik Frey
Axel Tagg
Chief Creative Officer
Dr. Stephan Vogel
Bjoern Bremer
Creative Director
Simon Oppmann
Creative Technologist
Mikel Regulez
Paul Brown
Executive Creative Director
Peter Roemmelt
Product Manager
Antje Neubauer
Oliver Schmidt
Markus Faelsch
Marlis von Schleyer
Dr. Thomas Kemper
Florian Schroeder
Julia Straub
Creative Team
Magdalena Bulle
Alex Pfaff
Account Team
Roland Stauber
Florian Bader
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