Deutsche Bahn is Germany’s national rail company. Like all rail businesses it has busy times, and times when there are empty carriages. To attract off-peak users in low-demand months, DB release Super Saver tickets twice a year: tickets to any destination in Germany, for just €19. Competitively priced with even the cheapest intercity buses they offer a far superior travel experience. But Super Savers come with restrictions and these affect demand. They’re only available for February and November, only for certain days and times, and subject to exclusions on exchanges, cancellations and connections. It’s one thing to visit another city in summer, but another to do so on a wet November Wednesday. The result: many of the tickets released each year went unsold.

BUSINESS

– Help increase Deutsche Bahn’s off-peak, off-season revenue (sales success).

– KPI: +5% ticket sales

TRANSFORMATION

Establishing a long-term innovative approach to set the benchmark for tomorrow.

KPI: ROI and scalability

MARKETING

– Persuade more people to buy Super Saver tickets (behaviour breakthrough).

KPI: +5% purchase intent

COMMUNICATIONS

– Create impact and engagement by challenging preconceptions that domestic travel is boring (influential idea)

– KPIs: year-on-year improvements across campaign metrics