OEBB Australian Railways Promo, Case study HOW TO STEAL THE SHOW FROM CARS by PKP BBDO Vienna

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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 Robert Dassel
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: RAILJET
Agency: PKP BBDO
Date of First Appearance: Jan 10 2011
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Entry URL: http://www.361degrees.at/awards_int/oebb_railjet/
Creative Director: Erich Enzenberger (PKP BBDO)
Creative Director/Copywriter: Christian Gosch (PKP BBDO)
Client Service: Daniela Baumgartner (PKP BBDO)
Art Director: Robert Dassel (PKP BBDO)
Executive Creative Director: Roman Sindelar (PKP BBDO)
Media placement: Product Placement - Vienna Auto Show - 10.1.2011

Insights, Strategy & the Idea
The railjet is Austria's most modern, comfortable and environmentally friendly means of transport. Its only competition is the car, so we positioned a real life train at an autoshow, for the first time ever.

Creative Execution
To steal the show from cars with a real life train in their own territory.

Results and Effectiveness
The railjet was exhibited at the show for 4 whole days.
Some of the 50,000 car fans queued for over an hour for a chance to take a look inside the train.
The story was reported by the press 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 travel on the Vienna-Salzburg line.