Spring makes everything new

True to this motto, the Deutsche Bahn children's website was der-kleine-ice.de provided with new fresh impulses. The aim is to make the family-friendly children's platform even more attractive and versatile. As part of the relaunch, the content of the previously independent site was bahn-kids.de integrated. This created a central, digital experience space for children and families, which combines all offers related to comics, audio plays and railway knowledge under one roof. For this purpose, the categories and filters have also been redesigned so that users can navigate through the website more intuitively - in the spirit of user-friendliness.

A strong performance for small track fans

The migration of content was not only accompanied by conceptual implementation, but also required design and technical expertise. For a holistic website update, among other things, the structure of the user experience was rethought through strategic considerations for creating the individual categories & filters. The tonality of the content also had to be adjusted, as the new website also serves the purpose of reaching an expanded target group, including older children, in the future. After successful establishment, the new platform now impresses with clear navigation, fresh design and lovingly prepared content for children and families. KB&B took on the idea concept, extensive project management, strategic UX, editorial copywriting, image & web design and implementation — with a lot of passion, expertise and a keen sense for young target groups.

Extra campaign for going live: Spring competition

In order to give the website relaunch an additional push, an accompanying spring competition has also been included. Thanks to such activation, even more attention and interaction can be achieved — and it also creates playful reach for the new offer.

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conclusion

With the relaunch of the website der-kleine-ice.de succeeded in creating a digital brand experience world that sustainably strengthens the emotional ties of young target groups to Deutsche Bahn. The merging of the previously separate platforms and the optimized user interface enable a diverse and age-appropriate offer that introduces children to the topic of railways in a playful way. In particular, the well-thought-out content strategy with the adjustment of the tonality for different age groups underlines KB&B's expertise in the area of family and children marketing. The successful implementation impressively shows how digital platforms can be used as important touchpoints for long-term customer loyalty as early as childhood.

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