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← Back to IdeasNew image campaign for Deutsche Bahn under the motto #fährtBahn (rides the train)
Frankfurt, March 17, 2025 – In spring 2025, Deutsche Bahn is launching an image campaign designed by Ogilvy that focuses on real customer experiences. Under the motto #fährtBahn (rides the train), rail passengers share their personal stories and authentically convey their experiences and the benefits of rail travel. This is a deliberate new campaign approach with the aim of reigniting the joy of traveling by train.
Over 5 million people use the train every day and quite a few of them are committed rail travelers. The #fährtBahn campaign focuses on these people. Whether it’s families going on a relaxing vacation, business travelers who use their ICE travel time to work, or young people who choose the train for climate protection reasons. They all tell their own personal stories. Celebrities who value the train as a sensible alternative to the chauffeur service or flying also appear as rail advocates and normal rail travelers.
“We are consciously focusing on our travelers’ power to convince,” explains Stefanie Berk, Head of Marketing and Sales for Long-Distance Transport at Deutsche Bahn. “Because despite all the operational challenges in our country, Deutsche Bahn has a lot of committed fans.”
The film shows in a humorous and unfiltered way how a cross-section of the population spends their time on the train and why they value the train: Finally time to read in peace and watch movies, but also time for rounds of cards together and the work-out they missed, time to try out the latest make-up tip and drink prosecco, look after babies or even dance.
Not a single film sequence was produced for the campaign. All scenes and live moments are authentic and were posted by private individuals or organizations on their social channels. The music track “I’m Headed In The Right Direction” provides a dynamic and meaningful backdrop to the colorful kaleidoscope of rail travelers.
Martell Beck, CMO of DB, adds: “The campaign is just the start of a series of communication highlights in 2025 that aim to increase the attractiveness of rail travel and get the young target group in particular excited about rail travel.” After all, Deutsche Bahn wants to become younger, more emotional, more digital and more credible again and thus win back the sympathy of long-distance travelers.
The campaign starts on March 17 and will be played out nationwide on TV, OLV and social media as well as digital OOH. Further information at: bahn.de/allefahrenbahn.
YouTube Link: https://www.youtube.com/watch?v=KjLLwNTVc8A
The creators
Marketing Communication DB Fernverkehr
Stefanie Berk, Executive Board Member Marketing und Vertrieb
Dr. Thomas Kemper, Head Market Communication
Stephanie Caspers, Kristell von Lautz-Gast, Katarina Tadic und Sophie Vizethum, Market Communication Fernverkehr
Group Marketing
Dr. Martell Beck, Head Marketing & PR, CMO
Julia Janßen, Head Marketing Communication/Campaign Management and Media
Markus Fälsch, Head Marketing Communication Passenger Traffic
Franziska Wolfstädter, Marketing Communication Passenger Traffic
Ogilvy
Creation: Laura Hofmann, Sinya Horwedel, Mathias Köhler, Simon Oppmann, Peter Römmelt, Asli Sahin, Dr. Stephan Vogel; Consulting: Alice Baldczus, Pauline Fuchs, Natalie Schenk, Roland Stauber; Strategy: Frank Tavidde, Production: Claudia Vaternahm
Media: Carat Deutschland
Press office Ogilvy
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt, Germany
Phone: +49 69 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany