Bavaria is a beautiful state in Germany. Forests, lakes, mountains, inspiring cities. It’s packed with gorgeous destinations and popular amongst tourists and locals alike. But many people still use their cars to explore the countryside because they believe it to be cheaper, and more flexible than using the trains from DB Regio Bayern. We wanted to make people aware of how important it is to switch to climate-friendly means of transport in times like these. So we created a short film that ran in cinemas across Bavaria and on the web about two Martians who came to destroy the Earth but who stayed, because they fell in love with the people, the nature and the cuisine of Bavaria – an entertaining story, peppered with hidden arguments for traveling sustainably by train, combined with a large portion of travel inspiration. But how can we promote the film in an unseen way?

Through the innovative use of a 12-minute timer, an exciting story was created that conveys the deep message and call for sustainable commuting and travel behavior at its core. With the help of the community management set up explicitly for this purpose, questions about the film could be answered and more space was given to the topic of climate-friendly transport. The community got involved and picked up. DB Regio Bayern places itself as a brand that is close to users and celebrates the beauty of the state of Bavaria regionally.

We created this ambient advertising tool to promote a short film by DB Regio Bavaria. A story about two Marsians, who came to destroy Earth and who stayed because they fell in love with the people, the nature and the cuisine of Bavaria. Entertaining and peppered with hidden arguments for travelling by train.In order to promote the film, we created a real, oversized corn circle in a field in Bavaria and sent a camera team with an investigative journalist to report on the phenomena from the location. The video was then used to spread rumours about an alien landing in social media. Using the well-known phenomenon of crop circles to promote the short film is one thing. Creating this crop circle yourself, having a camera team report on it on site and distributing the video on social media for promotional purposes is unseen.