Cannes Lions

BAHNCARD

OGILVYONE WORLDWIDE, Frankfurt / DEUTSCHE BAHN / 2005

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Overview

Description

With the BahnCard 50, train travellers save 50%. Without it, they pay full price, and would very quickly notice the extra half that is missing from their wallets. To make this clear, the mailing was designed to look like the familiar renewal letter which usually contains the new card. However, in the space where the new BahnCard 50 would normally be attached, there was nothing.

Outcome

26% decided they did not want to miss saving half of their money and ordered a new BahnCard 50.

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