Nadine Freischlad
(texastee)
Communication Strategy: Create smart below the line ideas to communicate Deutsche Bahn's ecological engagement.
€10,000 Overall Community Prize
€3,0001st place
€1,5002nd place
€1,0003rd place
€5004th- 8th place
€2509th- 16th place
€3,500 Sold Idea
Closed
Start date
30-Jun-2010, 10:59
UTC+0100
30-Jun-2010, 10:59
UTC+0100
Submission deadline
18-Aug-2010, 09:59
UTC+0000
18-Aug-2010, 09:59
UTC+0000
Announced
Submission Period (49 Days)
Briefing
Create smart below the line ideas to communicate Deutsche Bahn's ecological engagement.
Background Info
The Deutsche Bahn AG is Germany's largest railway/ train service provider, privatised in 1994. Meanwhile it has turned into a leading international transport and logistics group and has some 220,000 employees. The Deutsche Bahn AG has long since defined ecology as one of its key topics. Climate change and environmental destruction can no longer be ignored and are immediately linked with the decision made by actors in the economy. But Deutsche Bahn does not only do good for the environment because of their service - providing train travel instead of cars or airplanes. Deutsche Bahn actively engages in numerous other projetcs, for a more ecological approach to business. On www.dbecoprogram.com you'll get a detailed view of the activities.
Goals:
Deutsche Bahn's ecological engagement is to be made tangible for a broader audience. It's important not only to be informative, but to create a compelling and intriguing entry into the subject for the target audiences.
Goals:
Deutsche Bahn's ecological engagement is to be made tangible for a broader audience. It's important not only to be informative, but to create a compelling and intriguing entry into the subject for the target audiences.
Task Definition
Create a below-the-line campaign concept for the Deutsche Bahn AG. Viral markeitng, promotion activities, events or social media: you choose whichever channel inspires your creativity. Keep in mind that classic communication channels (print, tv and radio) are NOT being requested in this task.
This is the message that should come across: Deutsche Bahn does more for the environment than you think. Try to link the message to the Deutsche Bahn Group as a whole (passenger transport and logistics group).
This is the message that should come across: Deutsche Bahn does more for the environment than you think. Try to link the message to the Deutsche Bahn Group as a whole (passenger transport and logistics group).
Target Group
Besides general pubic especially:
- online-affin people
- people interested in economics
- young and innovative trendsetter
Tonality
Your communication is supposed to surprise and make people curious. In which way this happens, is up tp you. For a general direction, your campaign should come across as the following:
- modern
- fresh &
- friendly
Mandatory Requirements
- Keeping Logos and Claims untouched
- www.schuelervz.de/klimaschuetzer
- Homepage of the Deutsche Bahn Group: http://www.deutschebahn.com
- Homepage for the passenger train transport service: http://www.bahn.de
- Homepage for logistics service: http://www.dbschenker.com
- Homepage for environment: http://www.deutschebahn.com/umwelt
- Recap sustainability report (esp. pp. 9 and 17f.)
Download Material
Click on the following links and download logos, cooperate communication material or any additional information related to the contest
Useful?
JMBG
But I do have one more question. Or statemant. I read above that some of you say how BTL indicates low costs. That is not true. Guerilla, for example, means low costs. And it is a part of many BTL tactics. As well as a PR campaign which can be pretty expensive. Or event organization - can be done with low budget or with a huge one. And what about the new media? See, I've been involved in many BTL campaigns, and the truth is that they can be cheap, and they can be more expensive than ATL.
Cheers
herzkammer
JMBG
Useful?
keeka
Jovoto is sooo busy but please take a minute and come rate ideas at DB contest!
Thanks and have a great day!
Useful?
texastee contest guide
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keeka
Useful?
cipmann
Useful?
kaptn
Useful?
zap
Useful?
herzkammer
Useful?
vsdesign
Useful?
Johannes84
Oder hab ich was übersehen?
dahu
JaLe