German Rail: No Need to Fly – Around the World in Germany

Rail operator German Rail 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 RailBrand owner: German RailAgency: Ogilvy GermanyMarket: GermanyIndustries: Rail, coach, boat & car rentalMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

How can we take a creatively successful campaign to the next level, using data and technology to excite people about German Rail's offer? To that end, we focused not only on price in our campaign, we highlighted something much more important than money: the amount of CO2 users can save while travelling via train.

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