Digital expansion of a successful brand world

Since October 2024, the radio plays by little ICE and his friends have been expanding the narrative world of the popular character. With the launch on Apple Music this year, a strategic reach extension was created that positions the small ICE as a brand ambassador for DB Fernverkehr in a relevant digital environment. The challenge was to successfully transfer the already established brand world of the small ICE into an attractive audio format and to place it on a new platform.

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Content strategy with added value for the whole family‍

The project focused on the development of a diverse range of audio that appeals to both children and parents. The content strategy comprises three key elements:

1. Thrilling audio plays with adventure stories about the little ICE
2. Carefully curated playlists for different moods and occasions
3. A special content area that takes families on a digital journey

The latest episodes rely on exciting narrative formats with goosebumps, including a mysterious murder case and a suspicious test of courage, which provide a high level of binding power.

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Comprehensive support from concept to implementation‍

The project was implemented in close cooperation with DB Fernverkehr and included:

• Strategic content alignment and platform integration planning
• Creative content design of audio plays and playlists
• Professional production of audio content
• Optimized placement and presentation on Apple Music

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Added value for brand and advertising partners‍

The innovative format not only offers added value for the target group, but also opens up new opportunities for DB Fernverkehr and potential advertising partners:

• Strengthening the emotional bond with the brand through entertaining audio experiences
• Opening up new digital touchpoints for communication with families
• Creating an attractive platform for advertising partners who want to reach families with relevant content
• Continuous presence of the brand in the target group's everyday life

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conclusion‍

With the launch of the small ICE on Apple Music, it was possible to successfully establish the popular brand world of DB Fernverkehr in an attractive audio format. The combination of exciting audio plays and thematically appropriate playlists creates a comprehensive digital experience that reaches the target group on an emotional level and sustainably strengthens brand loyalty. A successful example of the strategic expansion of a brand world into new digital channels.

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