Mobility is on everyone's lips, a so-called megatrend that literally moves people. Whether autonomous driving, car sharing, sustainable transport concepts or intelligent transport systems and services - the future requires a redesign of mobility offers. This applies not only to the automotive industry, but also to rail. The focus here is increasingly on families and children, for whom Deutsche Bahn is working hard.
As experts in children's and family marketing, KB&B - The Kids Group is the ideal partner for DB Fernverkehr. Since last year, KB&B has been supporting the support and further development of Deutsche Bahn's children's and family offers, which are intended to make rail travel a great experience for the whole family. At this year's Kids.Teens & Marke Congress in Cologne, DB Fernverkehr and KB&B were already on stage together and presented the children's and family services of Deutsche Bahn.
Travelling fun guaranteed: New communication tools for little passengers
The current focus is on the relaunch of the children's magazines and the app "Der kleine ICE". The new magazines "leseLOK" and "miniLOK" have been published four times a year since the beginning of 2018. The first issue is already available on trains, and KB&B is currently working on the second issue, which will be published in April. Both magazines come with a goody bag that is handed out to the young passengers on the trains together with individual gifts from partners. The acquisition of new cooperation partners is also one of KB&B's tasks.
A completely new children's app with augmented reality will also be launched. The AR app is designed to accompany children throughout their journey (and beyond) in an entertaining way and with an affinity to the target group. State-of-the-art design, intuitive user guidance and lively 3D animations characterise the adventure tour and make the train journey an entertaining and educational pleasure. By scanning various markers, the children playfully learn what happens on an ICE train ride: What does a train boss actually do? How does the WLAN on board actually work? And how many cups of coffee are sold every day in the bistros throughout Germany? In addition to the information, there are puzzles, stories and a reward system for diligent passengers.
Rolf Kosakowski, Managing Director and Owner, KB&B - The Kids Group, underlines:
"The update of the already very successful 'Der kleine ICE' app will be technically based on very future-oriented features and still make it child's play to use. The focus of the graphic and technical development is clearly on the high fun and utility value for children. This is in line with our aspirations and those of Deutsche Bahn.
Discoverers on the move: summer campaign and many more projects
KB&B's tasks also include the maintenance and editorial support of the website "der-kleine-ice.de" and the ICE portal. KB&B is also responsible for marketing all assets (childcare, magazines, snack box, etc.).
Jens Wiesehöfer, Managing Director at KB&B, is looking forward to further exciting projects.
"For us and for the railways, it's already summer. Because many families travel by train during the holidays. That's why we are currently planning exciting things to make the holiday season as varied as possible."