How Ogilvy made sustainability cool to sell 2M train tickets

Key Concepts:

• Deutsche Bahn (DB) ad campaign
• Climate positivity
• Algorithm for destination matching
• Real-time location data
• Sustainability as a "flex"
• Reducing travel emissions

Deutsche Bahn's "Germany is Travel" Campaign

The core of the video discusses Deutsche Bahn's (DB) innovative ad campaign designed to encourage Germans to choose train travel over flying for their vacations. The campaign's primary goal was to promote DB while simultaneously advocating for climate positivity.

Algorithm-Driven Destination Matching

DB employed a sophisticated algorithm to identify German locations that closely resembled popular global travel destinations. The algorithm's function was to find "near identical German lookalikes" to places like Bali or Vietnam.

"Spot the Difference" Advertising Strategy

The campaign's central advertising strategy involved presenting side-by-side comparisons of the actual global destination and its German counterpart. The tagline was "Spot the difference," challenging viewers to discern any significant difference between the two locations. An example given is "Why fly to Vietnam when you can just take the train to Fryberg for the same views?"

Leveraging Real-Time Data and Local Visuals

The ad campaign effectively utilized real-time location data to target potential travelers. It also incorporated "beautiful local visuals" of the German destinations to showcase their appeal.

Sustainability as a Benefit, Not a Sacrifice

A key element of the campaign's success was its framing of sustainability. Instead of portraying sustainable travel as a sacrifice, DB positioned it as a "flex," an advantageous choice that allows travelers to save money and reduce their environmental impact without compromising their travel experiences.

Campaign Results and Impact

The campaign yielded significant positive results for Deutsche Bahn. It led to a "24% increase in revenue" and the sale of "2 million train tickets." These figures demonstrate the campaign's effectiveness in influencing travel behavior.

Conclusion

The Deutsche Bahn "Germany is Travel" campaign serves as a compelling example of how to promote sustainable practices through creative advertising. By leveraging technology, data, and a clever marketing strategy, DB successfully encouraged train travel while highlighting the beauty and accessibility of German destinations. The campaign's success lies in its ability to make sustainability appealing and convenient, rather than a burden.