Die Bahn - German Railways

Introduction:
Declining annual ticket subscribers for the S-Bahn (suburban train network) Munich

Objective
To increase the annual ticket subscriptions for the S-Bahn Munich
Budget: < 100,000 Euros

Solution:
Address the target audience head-on: commuters stuck in traffic!

Success in figures:
An integrated cross-media campaign with two partners (MVV and the S-Bahn) in the Munich commuter belt using large posters, advertising pillars, radio promotion, flyers, guerilla marketing with “walking banner ads" and ads placed on petrol pumps sold 3,500 annual subscriptions in 6 weeks.

Cost of the campaign:
Approx. 80,000 Euros
Annual subscriptions: 1,4 Million Euros
R.O.I: 17.5 (based on capital used)