3Sixty take a journey with Deutsche Bahn UK
Our new campaign for Deutsche Bahn UK (DB) has just gone live.
DB came to 3Sixty with a brief to raise awareness of the brand in the UK, encourage people to associate European rail travel with DB Bahn and build an email database for future campaigns.
We decided that DB need to target a young audience (16 to 24) who they could engage with as the rail travellers of the future. Through pre-campaign research, we discovered just how many young people post video diaries of their interrailing trips around Europe on YouTube and Facebook. We felt that what is really engaging this younger audience at the moment is stories of experiences and adventures had by them and their friends.
This insight was coupled with a trend away from UK music festivals in the summer (due to price and unpredictable weather) and towards festivals in Europe, where you are more or less guaranteed sunshine and many of the big name bands that you get at Glastonbury every year. Consequently, we wanted to say to our audience ‘why not take the train to a festival with your mates, see a load of great stuff that you would miss on a plane and have fun along the way”.
Our creative team have taken this proposition and designed a competition that allows people to discover how they can get to festivals and locations in Europe on the train. Each question stops at a different city along the way to Melt! festival in Germany (tickets to which are actually the competition prize). Everyone who completes the questions also receives a 10% voucher for travel on the Deutsche Bahn network, designed to encourage people to take their first journey into Europe with DB.
The competition is currently being promoted across student and festival sites as well and across the main social networks. We hope that this campaign is the beginning of a journey which will include more digital marketing activity and enable DB Bahn to build solid relationships with their new audience with the long term goal of firmly establishing their association with European festivals and getting there on the train.
Enter the competition yourself and get your 10% off travel on the Deutsche Bahn network.
- Next entry: Birmingham Airport website goes live
- Previous entry: What we are working on February 2010
- ← Back to Our work
