German Rail: No need to fly

German Rail, a rail operator, created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

Campaign details

Brand: German RailAgency: Ogilvy GermanyCountry: Germany


Deutsche Bahn is Germany's national rail company. Like all rail businesses it has busy times, and times when there are empty carriages. To attract off-peak users in low-demand months, DB release Super Saver tickets twice a year: tickets to any destination in Germany, for just €19. But Super Savers come with restrictions and these affect demand. They're only available for February and November, only for certain days and times, and subject to exclusions on exchanges, cancellations and connections. It's one thing to visit another city in...

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