Deutsche Bahn: The Boss Is Coming

This case describes a social e-commerce campaign promoting Deutsche Bahn's (German Rail) premium routes to young, under-25 year-old travellers, in the form of Germany's first rail ticket sold exclusively via Facebook.

DB Mobility Logistics AG: The Boss Is Coming

Ogilvy Germany

Entry Information

Category: Travel & Hospitality/TransportationCountry where program ran: GermanyDates program started/ended: October 2010 – Novemeber 2010

Product Description:

Germany's first social e-commerce product: The first German rail ticket sold exclusively via Facebook.

Advertiser/Client Name: DB Mobility Logistics AGMedia Channels: Social Networking

Website:http://www.ourwork.de/DB_Chefticket_Integr_E

Strategy

Marketplace challenge:

The brief was as simple as it was challenging: become a bench mark in social e-commerce by promoting Deutsche Bahn's (German Rail) premium connections to young travellers – a target demographic that German Rail were...

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