Succeeding in a young market as a traditional brand

Kleinundplaecking BerlinLinienBus


Development of customer insights, marketing strategy, brand appearance, new customer focused digital brand experience strategy for traditional brand BerlinLinienBus in the new market for long-distance coach travel.


After liberalization of the long-distance coach market in Germany, all players entered into an intense price war. Kleinundpläcking developed a new strategy for the established brand BerlinLinienBus. Building on specified customer insights, a new communication strategy was developed and gradually rolled out to both on- and offline campaigns.

Using contemporary design, a consistent brand experience as well as a coordinated digital customer journey, the brand was enabled to significantly improve its reach, relevance, social response, earned media and conquest rate and thus significantly improve its profits and market share. BLB did not only take the lead in the YouTube charts, but also doubled its revenue and increased its market share from 3% to 14%, which reflects a tripling in passenger numbers.

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