Normally, expressions such as "programmatic advertising", "data-driven creativity" and "personalised ads at scale" leave me cold (and feeling old, to boot.)
But the campaign from Deutsche Bahn to encourage summer holidays in Germany is all of those, and a masterclass of how it should be done. You see, behind it all is an idea. It's a clever idea that would make a fine poster campaign. Indeed, it may have stuck at being a poster idea had the client had a higher budget.
The genius of the campaign is how Ogilvy Germany personalised the campaign, using destinations that people were searching for online, and matching them with their German Doppelgängers, faster than you can say ... Doppelgängers.
It's a triumph of collaboration - at times over adversity. As well as the budget, which forced the thinking down the "digital only" route, there were challenges sourcing images ("how many do you want"?), with GDPR (using people's Facebook data). And that's before you start on the different mindsets of advertising creatives (the BIG Idea) and the digital performance people (trained to test and learn).
But Ogilvy, Getty Images, Spirable and Facebook all got it together for the client, resulting in the 2 million special price train tickets being sold out in two thirds the normal time.
Who needs exotic locations to do a wunderbar ad campaign?
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