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hvv Deutschlandticket: Datalogue and team go direct work together as digital lead agencies to market the Hamburg Transport Association’s new offer
Hamburg, 3 May 2023. May 2 marked the launch of the new Deutschlandticket. The Hamburg Transport Association (hvv) flanks its hvv Deutschlandticket with extra benefits. With hvv Plus, customers with a valid hvv Deutschlandticket can enjoy attractive perks at selected local partners. For this, the Hamburg-based companies Datalogue and team go direct, experts in digital marketing, dialogue communication and analytics, developed the appearance and technical implementation of the supporting campaign. It ranges from the conception to a microsite with a connected customer data platform to dialogue marketing. The campaign is aimed at existing and potential new customers and part of hvv's largest tariff reform since its founding. In addition to the conceptual development of the new microsite including graphic and technical implementation, the two service providers were also responsible for the creation of various advertising materials for the hvv Deutschlandticket (online/offline) and supported the development of hvv Plus.
Since the beginning of May, people in Germany can travel nationwide for 49 euros a month on local and regional public transport using the Deutschlandticket. The Hamburg Transport Association (hvv) links this with the launch of hvv Plus. Those who not only want to have the nationwide ticket but also want to take advantage of attractive benefits in their region at the same time, can do so at various partners of hvv Plus. "The hvv Deutschlandticket is an attractive product for mobility in itself, but with hvv Plus, our customers can benefit from great offers by the strong local brands Budni and Junge Die Bäckerei. Welcome to hvv! Use the Deutschlandticket only as a ticket? You can do that or use other selected advantages in the region with hvv Plus in the future," says Christian Backen, head of market communication at hvv. The first partners are the drugstore chain Budnikowsky and the bakery Junge Die Bäckerei. Others will follow.
hvv ventures into new territory with Datalogue's Customer Data Platform
To make a broad audience aware of this new offering and hvv's Deutschlandticket, Datalogue and team go direct, specialists in digital marketing, conceived a comprehensive campaign to support the sales activities. It includes the complete customer communication, the basic communication design (including the style guide), the set-up of the microsite’s hvv-deutschlandticket.de digital infrastructure (including UI/UX), and the integration with an intelligent Customer Data Platform. The two companies also contributed to the development of the hvv Plus concept. Their service also covered the design and implementation of the entire email communication around hvv Plus, including the implementation of technical foundations and processes in the shipping system.
"We are very happy that, together with hvv as a partner, this milestone project is now on the right track in the truest sense of the word," says Andreas Hannemann, Managing Director of Datalogue. "The aim is to convince people in the metropolitan region of the new offer and to draw their attention to relevant additional benefits. Nobody wants to be spammed with useless ads. The platform makes communication more effective so that every customer gets exactly the information they need to take full advantage of the ticket." The newly created microsite is connected to a customer data platform developed jointly with hvv to enable existing customers to be informed in real-time about relevant offers.
Increasing passenger numbers and retaining existing customers with data analytics and digital marketing
As a full-service provider for data analytics and digital marketing, Datalogue has been supporting the hvv in the further digitization of its product and customer communication since mid-2022 together with the dialog marketing agency team go direct. The focus is particularly on the automation of marketing processes and the creation and implementation of campaigns with the aim of increasing passenger numbers and retaining existing customers. Both partners contribute their respective core competencies to the cooperation: Datalogue stands for comprehensive expertise in all aspects of data intelligence and innovative analysis methods based on artificial intelligence (AI) and machine learning, team go direct is a proven expert in cross-media dialogue marketing and customer experience.
About the hvv
One tariff, one ticket, one timetable. With these goals in mind, the hvv was founded in 1965 as the world's first transport association. Today, the network covers three countries and eight counties and districts with a population of 3.7 million. More than 25 transport companies operate over 700 bus, rail and ferry routes.
About Datalogue: The Customer Relevance People
Data Monetization by Customer Relevance: That's what Datalogue stands for. Founded in 2012, the implementation-focused consulting company supports its clients to generate measurable business success from data and insights with the help of innovative data intelligence methods. Datalogue's data-driven expertise and its proprietary Customer Growth Ecosystem are trusted by renowned brands from the finance and insurance industries, from tourism, entertainment and telecommunications as well as the energy and consumer goods industries - including Hamburger Sparkasse, Metro HD, A-ROSA, or the Swiss ophthalmic optics expert Visilab. At its headquarters in Hamburg as well as at its locations in Amsterdam (Netherlands) and Zurich (Switzerland), more than 65 employees work for the expanding company - digital marketers, data scientists, IT experts and consultants.
About team go direct
team go direct is a proven specialist for integrated dialog consulting and offers everything from the idea to the strategy, conception, text, design and to programming and production of the cross-media playout and advertising success control, all from a single source for successful new customer acquisition, customer retention or win-back as well as for the development of customer value. The 25-strong team of the Hamburg-based company, founded in 2000, is supported by selected specialists from its strategic partner network.
20.06.2022 - Ufenau Capital Partners invests into the data specialist Datalogue
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