Combining real-time data and user data with a unique visual idea in a new creative way made it possible to create a relevant, first of its kind, real-time social media pricing comparison to unlock a new source of business.

The outstanding campaign results convinced the client to continue using an automated and data-driven approach and to scale it even further. This is how an innovative project has become the new standard for the way campaigns are conceived at German Rail.

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

We needed to rethink our audience and our approach.

We developed a new business idea to unlock a new source of business.

We identified an audience receptive to the idea of cheap tickets, and available to travel at times many would find inconvenient. But in an age of international travel, in a country where 72% prefer to spend their holidays abroad, many of these people were uninspired by the idea of domestic travel. Trying to sell them excursions to Bremen or Dusseldorf wasn’t going to be easy. And with a 45% lower budget it was going to be harder still.

Insight meets algorithms

By examining our audiences’ social media posts we found many pictures of the kinds of exotic places they were interested in visiting – pictures they had either posted, liked or shared. Using visual algorithms, we then scanned millions of online images to see if we could find look-alike pictures in Germany. We were surprised to discover that whatever your ‘perfect’ travel destination, anywhere in the world, you could visit something extraordinarily similar right here in Germany, with no need for an expensive flight. The message of the campaign: No Need To Fly.

Our approach:

The first-ever personalised real-time social media price comparisons to create the desire that made the cost savings make sense.

An algorithm found look-alike pictures on Getty Images. In Germany and worldwide. Through Facebook data we then identified target groups interested in specific destinations. Geotargeting pinpoints the closest airport to each person and the travel destination, while a search engine identifies the cheapest flight price – in real time. Combining this data, targeted video ads made travel enthusiasts an unbeatable offer: A train ride for just 19 euros instead of an expensive flight. Completely automated. In infinite variations.

The result: The perfect destination with a perfect price for each potential customer.

Through insight we changed hearts, minds – and behaviour. The result was that an audience who thought they’d moved on from domestic travel started booking tickets to German destinations.

For ten years, the number of holidays and breaks taken by Germans in their own country had been static, never falling below 53.4 million and never rising above 2013’s peak of 54.8 million. In 2018 the number hit 55 million. In 2019 it climbed to 55.2 million.

This creative business idea had an extraordinary impact on the market. For years, sales of Super Saver tickets had fallen short of targets. A new generation of international flyers just weren’t interested in domestic travel.

BUSINESS

Between 2017 and 2018 revenue from super saver tickets (off-peak & off-season) increased by +24%

TRANSFORMATION

The campaign was more than twice as effective in generating revenue compared with the previous year’s work and led to 40% cost reductions. The outstanding campaign results convinced the client to continue using an automated and data-driven approach and to scale it even further. In 2019 we added the reduction in CO2 emission. This is how an innovative project has become the new standard for the way campaigns are conceived at German Rail.

MARKETING

Awareness of advertising increased from 40% to 50%.

Interest in train rides sparked by Deutsche Bahn increased from 20% to 27%.

Desire to use trains increased from 19% to 24%.

Intent to act increased from 11% to 13%.

CAMPAIGN

Despite a significant budget reduction 2018’s product recall increased from 32% to 54%. It outperformed engagement benchmarks with a 3.6 times higher View-Through Rate. The CTR was 8.5 times higher than the previous campaign.