FIRST TRAIN AT AN AUTOSHOW by PKP BBDO Vienna for Obb/Austrian Railways

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FIRST TRAIN AT AN AUTOSHOW

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Industry Railways
Media Promo & PR, Case study
Market Austria
Agency PKP BBDO Vienna
Executive Creative Director Roman A. Sindelar
Creative Director Erich Enzenberger
Art Director Daniela Reichmann
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: ÖBB AUSTRIAN RAILWAYS
Product/Service: RAILJET HIGH SPEED TRAIN
Agency: PKP BBDO
Date of First Appearance: Jan 14 2010 12:00AM
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Copywriter/Concept: Christian Gosch (PKP BBDO Werbeagentur)
Art Director: Daniela Reichmann (PKP BBDO Werbeagentur)
Creative Director: Erich Enzenberger (PKP BBDO Werbeagentur)
Executive Creative Director: Roman Sindelar (PKP BBDO Werbeagentur)
Senior Consultant: Daniela Baumgartner (PKP BBDO Werbeagentur)
Managing Partner: Josef Mayerhofer (PKP BBDO Werbeagentur)
Graphic Designer: Ulrike Kössler (PKP BBDO Werbeagentur)
Consultant: Kathrin Bascha (PKP BBDO Werbeagentur)
Graphic Designer: Robert Dassel (PKP BBDO Werbeagentur)
Media placement: Promo - Vienna Auto Show - 14.01.2010

Results and Effectiveness
The reaction from the public was incredible. Some of the 50,000 car fans queued to take a look inside the train. The story was reported across the whole of Austria. Heated discussions took place on Twitter, Facebook and on various car forums. At the stand roughly 1,000 ÖBB advantage cards (an annual half-price ticket for frequent travellers) were sold. A month after the show the Railjet was still the most popular train for travelling on the Vienna-Salzburg line. Yet the most important thing is that Austria’s car fans have accepted the Railjet as a high-value, environmentally friendly alternative.

Creative Execution
For the first time ever, we exhibited a real live train at an auto show. And not just any show but the biggest auto show in the whole of Central and Eastern Europe: The Vienna Auto Show. Amongst all the car manufacturers – the majority of whom were protesting against the idea - we presented the Railjet as THE environmentally-friendly, modern and contemporary alternative to the car. Protests by the car manufacturers – Toyota even decided to cancel its stand – proved to be pointless. The Railjet was delivered to the exhibition site overnight by heavy goods transporter and placed in position. Its size and spectacular appearance soon put the car manufacturers’ stands in the shade. In addition to the staging and in the same way as for cars, tickets for a test ride on the Railjet were distributed, allowing its ride qualities to be experienced live.

Insights, Strategy & the Idea
The ÖBB Railjet is Austria’s most modern, comfortable, environmentally-friendly and rapid means of transport, and also the pride of Austrian Railways. Its only competition: The car. Cars and their adoring owners, who over the years have seemingly made us forget all about the train as an alternative, high-value means of transport. How can we position this train in such a way as to show off its many advantages despite direct competition with the car? And so that as many car-lovers as possible can see and experience it first hand?