German Rail x Channel 4
Creativity is at the heart of all marketing disciplines and PR is no exception. The past month has delivered some particularly creative campaigns, including celebrating the return of Peaky Blinders with fan art, Marmite vs Vegemite during the 2019 Ashes, and Heinz’ latest collaboration with superstar Ed Sheeran. Our favourites though, involve viewer complaints and a European rail service.
(Venice, Italy vs Hamburg, Germany)
There has been a lot of talk internationally about the environmental impact of air travel in recent months, and with the statistic that 72% of Germans fly abroad during the summer holidays, German Rail wanted to highlight the diverse holiday destinations natives could enjoy without jetting off to far-away lands. The company used an algorithm to match iconic travel destinations, such as Venice, Vancouver and Arizona, with similar landscapes across Germany and produced uncanny side-by-side comparisons. The campaign further highlighted the cost of travelling to each of the picture-perfect locations; unsurprisingly going by rail was much more cost-effective.
Why we like it: The campaign perfectly highlighted the diverse German landscape by showing residents that you don’t need to fly across the world to see beautiful places. Instead, they can use the rail network and have similar experiences without leaving the country.
Aptly titled ‘Complaints Welcome’, Channel 4’s latest advert harnessed viewer complaints by featuring stars of the biggest shows on the channel, including Prue Leith, the Derry Girls, Hollyoaks, and news presenter Jon Snow, reading out the complaints made about them in a very tongue and cheek manner.
Why we like it: Channel 4 has a long history of courting controversy and this advert is another example of this. Not only does it poke fun at some of the negative comments it has received, and those who made them, but it simultaneously demonstrates its talent and award-winning programmes.