In the world of #Instagram and #Facebook, where travel is a passion and aspiration for all, people are flying to faraway destinations much more in this decade than ever before.
German Rail was feeling the pressure of this as 72% Germans were flying out rather than taking trains within Germany as they felt German destinations were boring.
1. They identified great locations from around the world and juxtaposed it with a similar shot of a German location next to it to encourage Germans to holiday in their home country.
2. They used Facebook data and targeted travel enthusiasts interested in those specific destinations on Instagram and Facebook.
3. Through geo-tagging technology and Google Search, they served video ads to the audience, updated with real-time prices, comparing two gorgeous locations (one in Germany and one abroad), detailing the cost of travel from their closest airport to the foreign country.
Results: An increase of 24% in brand revenue. This is a great example of:
- Using #insights to convert it into an idea.
- Then leveraging #data to sharply target the right audience.
- That ultimately results in #revenues, which is what matters.
So many lessons in this case study!
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