Deutsche bahnImagecampaign - Alles läuft leichter
In 2018, Deutsche Bahn (DB) went all-in on digitalization across the entire corporation. The central idea of the campaign was that everything fits together perfectly with DB's many digital services. This feeling was conveyed throughout the communication, giving the somewhat outdated railway company, which was also under public pressure, a fresher and more positive image.
In the central campaign film, Nico Rosberg moves effortlessly through the ICE (Intercity-Express train) and ultimately meets rock legend Iggy Pop.
The central campaign film #Lalaläuft
The result: The campaign generated positive buzz thanks to its self-deprecating humour, pop culture references, and overall likability.
With 92.9% positive coverage, PR alone reached 82.4 million people.
Thanks to our campaign, a new passenger record was set, despite all the challenges.
The "Everything runs smoother" feeling was also extended to many other media channels, such as print, social media, online, and PR.
Other departments within DB, such as long-distance and regional transport, then wanted to leverage the popularity of the corporate campaign. Here, specific digital services were promoted in a targeted manner. Two TV commercials serve as examples – one for the DB Navigator app and one for the Comfort Check-in.
TV-Spot ›Promibonus‹ with Nico Rosberg to promote the comfort check-in service.
Casefilm (German Version)
Agency: BBDO Berlin
Creative Director: Heiner Twenhäfel, Björn Kernspeckt
Art Direction / Design / Copy: Morris Spors, Maxim Weinstein, Lucie Ilg, Philipp Barth, Alexandra Seidl, Lea Vukovics, Lukas Roßmanith, Lukas Rohde, Thomas Schex etc.