Deutsche Bahn engages with travellers using dynamic comparison in videos

The award-winning campaign compares landmarks at home and abroad to drive train bookings

59%

Reduction in CPC

849%

Performance Increase vs Benchmark

70%

Efficiency Gain

The challenge

72% of Germans spend their holidays abroad. How do you convince them to travel in Germany with Deutsche Bahn instead?


The solution

Using Spirable, Deutsche Bahn was able to dynamically show a side-by-side comparison of the most beautiful travel destinations from around the world compared with similarly eye-catching destinations in Germany, which look almost identical.

The message: why spend a lot of money on a plane trip if you can experience similarly beautiful locations with the train for just 19 euros?

The Spirable platform connected with a flight API feed to pull in flight data daily that dynamically updated videos comparing two locations.

The result

Due to the unique visual idea, the campaign was able to capture the viewers' attention and drive brand awareness.

Daily creative updates reduced ad fatigue and enabled users to see multiple variants of the same ad, all assisting in contributing towards increased brand recall and engagement.

The campaign has since won multiple awards, including 2 Bronze Lions and 2 Silver Lions at Cannes Lions 2019.

It also achieved a 397% increase in CTR compared to a control ad, a 59.3% reduction in cost per click, and saw a 849% performance uplift when compared with usual German Rail campaigns.

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