Deutsche Bahn Promo, Case study THE BOSS IS COMING by Ogilvy & Mather Frankfurt

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Industry Railways
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Director Christoph Martin Schmid
Copywriter Daniel De Leuw
Producer Sascha Pollak
Editor Benedikt Hugenbudel
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: GERMAN RAIL
Date of First Appearance: Oct 18 2010
Entry URL:
Chief Creative Officer/ Executive Creative Director: Dr. Stephan Vogel (Ogilvy)
Art Direction/ Copywriter: Bent Kroggel (Ogilvy)
Art Direction: Catrin Farrenschon (Ogilvy)
Copywriter: Daniel de Leuw (Ogilvy)
Account Management: Roland Stauber (Ogilvy)
Account Management: Martina Huschka (Ogilvy)
Account Management: Frank Apel (Ogilvy)
Advertiser's Supervisor: Ulrich Klenke (DB Mobility Logistics AG)
Advertiser's Supervisor: Gabriele Handel-Jung (DB Mobility Logistics AG)
Advertiser's Supervisor: Gina P. Roeder (DB Mobility Logistics AG)
Planning & Social Media/Creative Strategist Social Web: Thorben Meier/ Dr. Ulf Schmidt (Ogilvy Public Relation)
Account Management: Nathan Demiroez/ Daniela Mühlen (Ogilvy Public Relation)
Agency Producer: Michael Heinemeyer/ Julia Staerkel (Ogilvy)
Producer: Sascha Pollak (Doity Produktion)
Director: Martin Schmid (Doity Produktion)
Director of Photography: Casey Campbell (Doity Produktion)
Editor: Benedikt Hugenbudel (Doity Produktion)
Music: Steve Keller/ Uli Reese (IV Music Group)
Casting: Heiko Richard
Game Development: Extrajetzt Interactive
Media placement: Viral Video - Selected German Key Bloggers - 17. October 2010
Media placement: Facebook Page - Facebook - 18. October 2010
Media placement: Viral Video - Seeding (Using GoViral) - 20. October 2010
Media placement: Cinema Spot - 119 Cinemas Throughout Germany - 21. October 2010
Media placement: Online Media Co-Operations - Fit For Fun, Prinz, TV Spielfilm, TV Today - 22. October 2010
Media placement: Engagement Ads / Banner - Facebook - 25. October 2010
Media placement: Banner - Online News Portals - 25. October 2010
Media placement: Editorial Maintainance Of The Facebook Page - Facebook - 18. October 2010

Insights, Strategy & the Idea
The brief was as simple as it was challenging: become a bench mark in social e-commerce by promoting DEUTSCHE BAHN's (German Rail) premium connections to young travellers – a target demographic that German Rail were keen to attract. This young target demographic is difficult to reach via more traditional media and German Rail had a very limited media budget.
Instead of debating whether social media can make money, we went ahead and did it.
Facebook was the channel of choice and we came up with an irresistible offer: the special-price Boss Ticket sold exclusively on Facebook for two weeks only.

Creative Execution
The Facebook offer was promoted by a viral that bloggers loved so much it was a hit web-wide within a week, with no media spend at all.
A clever seeding strategy helped the film go viral on blogs and on YouTube. It linked directly to the DEUTSCHE BAHN Facebook page. Its creative potency generated momentum and over 600,000 views, propelling it to Top 4 viral video of the year.
This meant that before the launch, over 20,000 fans were waiting impatiently to buy a ticket. And they told their Facebook friends about the deal. This was when our low-budget online campaign kicked in.

Results and Effectiveness
As a result, 280,000 users came to the dedicated Facebook page and a total of 145,147 tickets plus 17,000 other products were sold in only two weeks.
By the end of the promotional period, the fan base had exceeded the 52,000 mark – and had initiated the real debate about leveraging social media. Now Germany has its first social commerce case.