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Category
Customer Experience / CX
Annual ID
OS_IN21_034M
About the Work
The Corona Summer 2020. Worldwide travel bans. Shattered holiday dreams and great depression. It was an extreme challenge for Deutsche Bahn.
How to position holidays in Germany by rail as a serious alternative to cancelled long-distance travel? And more importantly, how can we ensure that tourism flows are not only concentrated on the hotspots of the North Sea, the Baltic Sea and the Alps?
Two questions, one answer. We proved that you can discover the whole world in Germany.
This is communicated with a broad-based social media campaign.
On the landing page entdecke-deutschland-bahn.de, which plays a key role, you can find endless inspiration.
A perfect user experience is ensured by the extremely simple user guidance, which offers endless possibilities to discover Germany in a new way. Those with a preference for Asia will find it in Saxon Switzerland or the Kaiserstuhl. If you fancy the Philippines or the Acropolis, you'll find them in Bavaria. And so on and so on.
Always just one click away from booking a ticket. Seamlessly linked with the content of 16 tourism associations. Hundreds of destinations. Tens of thousands of lines of text. Millions of clicks. And endless positive reactions.
How to position holidays in Germany by rail as a serious alternative to cancelled long-distance travel? And more importantly, how can we ensure that tourism flows are not only concentrated on the hotspots of the North Sea, the Baltic Sea and the Alps?
Two questions, one answer. We proved that you can discover the whole world in Germany.
This is communicated with a broad-based social media campaign.
On the landing page entdecke-deutschland-bahn.de, which plays a key role, you can find endless inspiration.
A perfect user experience is ensured by the extremely simple user guidance, which offers endless possibilities to discover Germany in a new way. Those with a preference for Asia will find it in Saxon Switzerland or the Kaiserstuhl. If you fancy the Philippines or the Acropolis, you'll find them in Bavaria. And so on and so on.
Always just one click away from booking a ticket. Seamlessly linked with the content of 16 tourism associations. Hundreds of destinations. Tens of thousands of lines of text. Millions of clicks. And endless positive reactions.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Germany
Client / Brand
German Rail / Berlin
Production Company
27 Kilometer Entertainment / Hamburg
Country Marketing Association (several) / Germany
Getty Images / Dublin
Media Distribution Company
Carat / Frankfurt am Main
Art Director
Juan Sanchez
Ute Sonntag
Chief Creative Officer
Bjoern Bremer
Siyamak Jung
Group Creative Director
Simon Oppmann
Editor
Joachim Becker
Executive Creative Director
Peter Roemmelt
Producer
Claudia Vaternahm
Lukas Baeuerle
Art Director / Copywriter
Sinya Horwedel
Creative Chairman
Dr. Stephan Vogel
Director / DOP
Leonard Witte
Account Management
Eva Heinz
Florian Bader
Roland Stauber
Artbuying
Magdalena Bulle
Simone Kliesch
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