News
← Back to IdeasOne team. For the climate. Deutsche Bahn and Ogilvy launch integrated campaign for the UEFA EURO 2024™ in Germany.
Frankfurt, 22 April 2024 – The European Football Championship usually means: sporting competition between the teams (and fans) of all nations. But this time, everyone has the chance to be on the winning side. Because Deutsche Bahn is a National Partner of UEFA EURO 2024™. Together with the fans and the teams, DB will be making a major contribution to the greenest European Championship of all time. This Monday, the Ogilvy Germany Group and Deutsche Bahn will launch the integrated campaign under the motto “One team. For the climate.”
In the umbrella campaign spot, fans from the participating nations set off to travel to Germany in a climate-friendly way by train. Whether fans from France, Italy, the Netherlands or Germany, whether grandma with grandchild, young couples or old friends – they are all a team for the climate. And they show it. Because the fans are not only made up in their national colors, they also have a green stripe for the climate on their faces.
“This green stripe is also an integral part of the campaign signet, which, in addition to the motto, is intended to bring the idea of sustainability to the world. It is a symbol that each individual can make a contribution to making UEFA EURO 2024™ truly the greenest European Championship of all time,” says Jürgen Kornmann, CMO of Deutsche Bahn. “A soccer festival that is also a Herculean task in terms of mobility, as ten million guests are expected in the fan zones of the host cities over the course of the tournament and an average of 56,000 fans will travel to the 51 matches in the stadiums," adds Stefanie Berk, Head of Marketing and Sales for Personenfernverkehr (Long-Distance Passenger Transport).
Various content formats inform customers that DB can provide the largest and most modern ICE fleet for the European Championships thanks to its “strong rail” strategy. “More than 400 modern vehicles are available and make it possible to offer around 10,000 additional seats on every match day. There will be 14 special EM trains alone on the road every day,” continues Stefanie Berk.
Ogilvy stages the broad-based communication concept in an extremely multifaceted way, combines it with a wide variety of product messages and applies the umbrella idea “One team. For the climate.” across many business areas. “Among other things, there will be European Championship campaigns for Long-Distance Passenger Transport, Regio NRW, Regio Südost and station campaigns at all ten venues. All campaigns use the central elements of the umbrella communication and yet have very different communication tasks and focuses along the customer journey,” explains Roland Stauber, CSD and Managing Partner at Ogilvy.
Ogilvy’s advertisers used “You’ll never walk alone”, probably the best-known soccer anthem, to stage the central campaign components in a particularly eye-catching and emotional way. The new interpretation of the song also makes it clear that you are never alone on the road to a climate-neutral future. DB and Ogilvy have engaged director Bastian Glaessner and film production company Tony Petersen Film, Berlin, for the emotional realization of the idea. Photographer Max Lautenschläger is responsible for the visual appearance of the nationwide OOH communication.
Other formats focus on special Long-Distance Passenger Transport offers for the European Championships. More than 50,000 ticket holders have already secured the special DB Fan Ticket for the matches. Discounted Fan Interrail Passes for use from 32 countries are also on offer and have been very well received by European fans.
A specially equipped fan ICE will also be used to take visitors to the matches to their destination in a special football atmosphere. Deutsche Bahn customers can also look forward to informative and entertaining formats on social media during the European Championships. In addition, European Championship ambassador trains are already running through the cities of Berlin and Stuttgart, creating even more anticipation for the summer.
In the north, an S-Bahn train in Hamburg will predict match results with a giant ball. The S-Bahn oracle will accompany the games in Hamburg and all games with German participation. In the fan zone on Stuttgart’s Schlossplatz, DB Regio Baden-Württemberg and S-Bahn Stuttgart will be presenting career opportunities at Deutsche Bahn during the European Championships.
The umbrella campaign starts on 22 April and will be successively supplemented by all campaign modules until the start of UEFA EURO 2024 on 14 June.
Vimeo link: https://vimeo.com/936651104?share=copy
The creators:
DB group marketing
Jürgen Kornmann, Head Marketing & PR, CMO
Markus Fälsch, Head Marketing Communikation Personenverkehr
Florian Schröder, Marketing Communikation Personenfernverkehr
Eileen Meissner, Marketing Communikation Personenverkehr Regio
Daniela Birk, Marketing & PR
Marketing communikation DB Fernverkehr
Stefanie Berk, Board Member Marketing und Vertrieb
Dr. Thomas Kemper, Head Market Communikation
Marketing communikation DB Regio
Philipp Kühn, Head Market Strategy and Industry Communikation
Corinna Muschner, Market Strategie and Industry Communikation
Marketing communikation DB InfraGO
Markus Hock, Head Produktionsvorbereitung und -steuerung Bahnhofsmanagement
Sebastian Mensing, Head Operatives Marketingmanagement
Ogilvy
Creation: Florian Broghammer, Max Ettl, Siyamak Jung, Tim Nockemann, Simon Oppmann, Peter Römmelt, Dr. Stephan Vogel; Account: Natalie Schenk, Roland Stauber, Katharina Stückle; FFF: Tina Rentzsch, Claudia Vaternahm
Media: Carat Deutschland
Press office Ogilvy
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Telephone: +49 69 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Germany