DEUTSCHE BAHN

Challenge
Every summer German Rail gives youngsters the opportunity to buy the Summer Ticket: with only 90€ they can take up to 4 long-distance trains to anywhere in Germany. How could we make sure they would want to take advantage of the offer?

Insight
Often times young people limit themselves to liking pictures of beautiful places on social media, without actually traveling there. But liking is nothing compared to the emotions of visiting a place.

Idea
We selected a number of top touristic destinations in Germany and shed a light on how many likes they got on social media. With the message: “Are you also just liking? Or are you traveling there?”

Carousel Ads
A young girl is “jumping” from destination to destination to showcase the benefits of the Summer Ticket, and the number of likes that each place’s got.

“Do you also just like it?”
“Or will you discover it in person?”
“With the Summer Ticket. For everyone under 27.”

Insta Stories
Based on the Youtube ads (below), each of these stories focused on one destination, portraying the beauty of it, and its likes of course.

“This city has >4.193-477 likes.”
“Do you also just like it?”
“Or will you travel there?”
“With the Summer Ticket. For everyone under 27.”

15″ film

“Do you also just like it?”
“Or will you travel there?”
“With the Summer Ticket. For everyone under 27.”

“You can like this picture on Insta.”
“Or you can travel there in person.”
“With the Summer Ticket. For everyone under 27.”