A secret profession with great significance

The profession of train traffic controller is systemically important for Deutsche Bahn, but hardly known to the general public. Since this is a DB-specific profession, there is no general awareness — with the result of fewer applications for vocational training or career entry. So how to make a more technical job profile attractive and tangible for children and young people (10-14 years)? KB&B set itself this exciting task.

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The world of railways told in an exciting way

In order to publicize and positively charge the job profile of train traffic controller, KB&B designed and developed the “Rail Heroes” adventure podcast. In 12 exciting episodes, the well-known TV and radio presenter Simón Albers (known from the TOGGO format Woozle Goozle) takes young listeners on a fascinating journey of discovery behind the scenes of Deutsche Bahn.

Each episode presents an exciting puzzle or a challenge from the everyday life of a train traffic controller and leads to the solution through a gripping story. From “The Secret of the Signal Box” to “The Lost Wagon” to “Green Rails” and “The Big Party” — the creative podcast episodes arouse the curiosity of the young target group and convey knowledge in a playful way.

The concept developed by KB&B is based on several success factors:

• A prominent host popular with the target group with Simón Albers
• Exciting episodes with puzzles and challenges
• Input from real experts who provide authentic insights into the job
• Age-appropriate preparation of complex technical topics
• A common thread throughout the season, while each episode also works on its own

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Particular attention was paid to the authenticity of the content: The host worked closely with real DB experts to ensure technical accuracy and at the same time create exciting stories.

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Creative advertising material with strong visual language

To promote the podcast, KB&B designed and created a series of eye-catching advertising materials that optimally stage the podcast:

• Concise YouTube videos with Simón Albers as brand ambassador
• Dynamic TikTok teasers that spark curiosity about the podcast content
• Instagram pushes with episode-specific teasers for every episode
• Audio teasers for Spotify and other podcast platforms
• Eye-catching display banners with a strong recognition value
• A strategic cooperation with the “What is What” podcast

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All advertising materials were designed with a uniform visual concept that focuses on host Simón Albers and is complemented by a dynamic visual language with track elements.

Conclusion: An audio format with potential for the future

With “Schienenhelden”, we have succeeded in establishing an innovative audio content hub that makes a specific job profile tangible for a young target group. The combination of exciting storytelling, authentic insights and creative implementation makes the project a prime example of modern employer branding and recruiting young talent.

The podcast can be listened to on all popular platforms such as Spotify, Apple Podcasts, Google Podcasts, Deezer and Amazon Music. The central landing page deutschebahn.com/Schienenhelden links all activities and provides further information on the job profile as well as references to training and internship opportunities.

The concept impressively demonstrates how even specific job profiles can be attractively presented to young target groups through creative audio storytelling — an innovative approach with potential for other professional fields and industries.