German Rail (Deutsche Bahn): This Time is Yours

This case study explores how German Rail, the national railway provider, launched a campaign in Germany to emphasise that when travelling by train, customers can spend their time how they please.

Campaign details

Brand/Sponsor: German Rail (Deutsche Bahn)

Title: This Time is Yours

Campaign Cost: $10-25 million

Campaign Scope: National

Advertising Agency: Ogilvy Germany

Product Type: German Rail (Deutsche Bahn)

Campaign Start: 01/25/2016

Campaign Ends: 12/31/2016

Campaign Ran: Germany

Campaign Description: brand repositioning or restaging

Campaign Summary

People in Germany should be made aware of what they are actually buying when they choose to travel with German Rail (Deutsche Bahn). They are not only buying a train ticket. And they are not only travelling from A to B. They receive something...

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