The Speeding Ticket Mailing.

German Rail has built a number of high-speed tracks with top speeds up to 300 kph. They were to create awareness for this, in particular amongst car drivers who still consider rail transport to be slow. The Speeding Ticket mailing. It looks exactly like one of those dreaded German speeding tickets. On closer inspection you'll find out that traveling by rail means speeding at 300 kph without fear of arrest. This playful mailing was sent to car owners in the catchment area of new german Rail high-speed rail connections (Frankfurt, Munich, Cologne, Stuttgart and Nürnberg) to demonstrate who is ahead in the race between rail and road. Rail ticket sales increased by 30% in the test pesponse period.

Agency: Ogilvy Frankfurt, Germany.