How has German Rail evolved over the past few years?ījoern Bremer: German Rail is a huge half state-owned, half privately-owned company.
Results / According to the agency, the campaign generated nearly 10,000 unique personalised images that resulted in the sale of two million rail tickets, a 24% boost in revenue as well as the best ROI of any summer campaign in the brand’s history.Ĭontagious sat down with Ogilvy Germany’s chief creative officer, Bjoern Bremer, to chat about the railways and the current state of creative programmatic advertising. These images were then shown to people who had expressed interest in visiting the international destinations online. The brand then created images juxtaposing the thousands of euros it would cost to fly to places, such as Paris or the Maldives, with the price of train journey to visit the lookalike location in Germany.
Earlier this year, we reported that German Rail (Deutsche Bahn) created a campaign encouraging Germans to holiday in their home country.Ĭreated with Ogilvy Germany, Frankfurt, as well as Getty Images and Spirable, the campaign used an algorithm that identified German locations that resembled iconic international destinations that people were searching for online when booking summer travel plans.
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