@deutschebahn
Instagram · Carousel
@deutschebahn Alles wird teurer - Wir nicht. Familienticket, Sparpreise und Jugend BahnCard bleiben. Angebot auf der letzten Slide unschlagbar. Foto 1: DB AG / Wolfgang Klee Foto 2: DB AG / Georg Wagner Foto 3: DB AG / Oliver Lang Foto 4: DB AG / Volker Emersleben Foto 5: DB AG / Wolfgang Klee Foto 6: DB AG / Oliver Lang
Performance
Video #49827 · Carousel
[01]
This is a 6-slide carousel advertisement from Deutsche Bahn (German Rail). It promotes several different discount ticket offers, each slide targeting a specific customer group: a general low-price offer, last-minute travelers, families, young people, and long-term planners. The final slide is a call-to-action to share the deals.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook
ICE ab 6,99€
Verbal hook
Alles wird teurer - Wir nicht.
Visual hook
The first image features a dynamic, slightly low-angle shot of a high-speed ICE train in motion, creating a sense of speed and modernity. This is paired with a large, bright red text box with a shockingly low price, creating strong visual contrast that immediately grabs attention.
[07]
The promise the opener makes, and how the video pays it back
Hook
Slide 1: The 'Universal Lure'. It grabs mass attention with a single, powerful, and broadly appealing data point (e.g., a shockingly low price). It then manufactures a curiosity gap with a direct prompt to swipe ('And that's not all. ->'), promising more value.
Payoff
Slide 6: The 'Engagement Command'. The final slide shifts from providing information to instructing action. It explicitly tells the user to perform high-value engagement actions ('Save,' 'Share'), framing the entire carousel as a valuable asset to be kept and distributed within their network.
[08]
The structural pattern this video runs on
Framework
The Segmented Offer Stack
Hook a broad audience with a single, universally appealing value proposition (e.g., a low price), then sustain engagement by presenting a series of distinct offers, each tailored to a specific user persona. This encourages swiping as users search for the offer that applies to them, culminating in a direct call to save and share the compiled value.
The Persona-Based Value Carousel
Slides 2-5: This is the core of the carousel. Instead of a generic list, each slide is dedicated to a specific audience segment ('For spontaneous people,' 'For families,' 'For young people,' 'For planners'). This structure forces the user to keep swiping to see if a subsequent slide is tailored to their specific identity or need. Each slide within this beat follows a consistent micro-pattern.
Alles wird teurer - Wir nicht. Familienticket, Sparpreise und Jugend BahnCard bleiben. Angebot auf der letzten Slide unschlagbar. Foto 1: DB AG / Wolfgang Klee Foto 2: DB AG / Georg Wagner Foto 3: DB AG / Oliver Lang Foto 4: DB AG / Volker Emersleben Foto 5: DB AG / Wolfgang Klee Foto 6: DB AG / Oliver Lang
branding · photo_0
ICE
informational · photo_0
ab 6,99€
call-to-action · photo_0
Und das ist nicht alles. ->
contextual · photo_1
Für Kurzentschlossene
title · photo_1
LAST MINUTE SPARPREISE
informational · photo_1
ab 6,99€
informational · photo_1
Samstag & Sonntag buchen Reisen in der darauffolgenden Woche Ausgewählte ICE- und IC-Verbindungen Kinder reisen kostenfrei mit Mit BahnCard 25/50 ab 5,24€ Verlängert bis Dezember 2027
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Für Familien
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FAMILIENTICKET
informational · photo_2
99,99€
informational · photo_2
ICE Hin- und Rückfahrt Für max. 5 Personen (1-2 Erwachsene ab 15 Jahren, sowie 1-4 Kinder von 6-14 Jahren) Weitere Kinder unter 6 Jahren reisen kostenlos Sitzplatzreservierungen inklusive Bleibt dauerhaft
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FÜR JUNGE REISENDE
title · photo_3
JUGEND BAHNCARD
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0€
informational · photo_3
25% Rabatt auf Flexpreis und Sparpreise Für 6- bis einschließlich 18-Jährige 12 Monate gültig Kostenlos bis Dezember 2027 verlängert
contextual · photo_4
FÜR PLANER:INNEN
title · photo_4
1 Mio. zusätzliche SPARPREIS-TICKETS
informational · photo_4
ab 6,99€
informational · photo_4
Aktionszeitraum: 3.- 6. November Für Reisen bis zu einem Jahr im Voraus Mit BahnCard 25/50 ab 5,24€
call-to-action · photo_5
Fiebertraum Deals in Family- und Freunde-Chatgruppen teilen
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Auf entspannt:
call-to-action · photo_5
Speichern
call-to-action · photo_5
Teilen