Deutsche Bahn: This Time Is Yours

Credits & Description:

Agency: Ogilvy Germany
Brand: German Rail (deutsche Bahn)
Country: Germany
Chief Creative Officer: Dr. Stephan Vogel
Executive Creative Director: Peter Roemmelt
Creative Director: Simon Oppmann
Art Director: Simon Oppmann
Art Director: Sinya Horwedel
Art Director: Julia Kohlenberger
Copywriter: Peter Roemmelt
Copywriter: Taner Ercan
Copywriter: Holger Gaubatz
Account Management: Roland Stauber
Account Management: Lutz Feuersaenger
Director: Bart Timmer
Account Management: Giorgina Freund
Synopsis:
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 far more relevant: time. In comparison to travelling by car, the time travelling by train allows you to have more time for yourself. Therefore: This time belongs to you. With this core idea the value of travelling by train has been newly defined. It worked to such an extent that the rates for user’s interest increased by 36% - in fact, the German people began to travel more by train: Despite of the longest strike in German Rail’s history, revenues did not decline. In fact, they increased by nearly 3%. The campaign ROI rose to +2 million Euro per week.