Due to increasing competition from alternative means of transport for the business of young people, DSB felt a pressing need for a campaign to relaunch their youth service, DSB Ung, and attract more passengers within a challenging target group – the young Danes.
Since DSB is a more expensive way to travel, it was important to highlight the social and shared experience that riding the train provides, thereby making price secondary. The young generation has a different reaction to commercial content, which made it important for the campaign to connect with them through relatable messages that captured the emotions that they experience.
The campaign was built around a youthful universe, with a focus on their interests and passions. An image video praises and acknowledges their lifestyle based on a thorough analysis of the 40,000 young followers of DSB’s Facebook. This way, we matched scenes with their world, making sure nobody jumped off along the way and having the tactical messages only pop up after their attention was grabbed. The target group insight and greater understanding ended up making a huge difference for DSB, which gained remarkable results from the campaign.