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CHALLENGE

The Gen Z spends a lot of time on TikTok, but rarely travels by train. That needed to change!

IDEA

Let’s leverage our target group's media consumption habits, turn content into a real currency for train tickets and TikTok users into voluntary brand ambassadors for Deutsche Bahn.

EXECUTION

We rewarded branded video creations on TikTok with substantial discounts on train travel. Only those who used one of our six branded DB filters and shared their video publicly received the coveted 50% discount voucher for their next train journey. Our contribution: 25 hero creators, 250 micro-influencers, three clever video ads, and an engaging out-of-home ad campaign that generated loads of buzz.

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filter_Trainface

Train Face

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Destination Ranking

filter_Bobi

Board Bistro Ranking

filter_Surfer

Rail Surfer

filter_horoskop

Bahn Horoscope

filter_nachbar

Seat Neighbor

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