Home is where the heart is –
Using an influencer campaign, Deutsche Bahn wanted to reach a target audience of 14 to 27-year-old females who don't often use public transport. At the same time, DB wanted to highlight sustainability, with a focus on green energy. The Herzstück Heimat (Home is where the heart is) IGTV campaign was built around how we all have fond childhood memories of certain places that are linked to exciting experiences or special moments in life. Three influencers who combined an advocacy of sustainability issues with close ties to their home regions took us on a journey to their home towns.
„Thanks to an inspiring and authentic influencer collaboration, the female target group was given an understanding of environmentally friendly travel using ICE (intercity express) trains. This had an emotional effect and generated support for the brand.“ Sophie Vizethum, Senior Marketing Manager at Deutsche Bahn
A campaign creating an emotional link between sustainability and home
In collaboration with three influencers who are very attached to their home towns and also aware of sustainability issues, we launched the Herzstück Heimat (home is where the heart is) campaign. They took us on a journey to their home towns and showed us around their favourite places using individual IGTV videos. Yet the concept of "Herzstück Heimat" is more than just a train ride home: in German, the "Herzstück" also links to the rail industry as it's a term used to refer to a component in the points system that combines or separates two tracks. The idea of being on the move, of departure and return, wasn't just in line with the image of the influencers themselves, but also that of the Deutsche Bahn.