To change this love-hate relationship into pure love, we took the first step. And approached our passengers with the highest form of love: tolerance. Together with YouTube artist Kazim Akboga, we produced a music video in which we present BVG's tolerance in a way no one would expect from a public transport company.
Execution
Together with YouTube artist Kazim Akboga, we produced a music video in which we present BVG’s tolerance in a way no one would expect from a public transport company.
Over 17 million views, 30% new fans on Facebook, 25% more followers on Twitter and an ad equivalent of more than 2 million euros. Additionally an enormous national and international press response, including Slate Magazine (Washington Post), Berlin’s largest daily newspaper (BZ), and nearly all major national media.
The campaign reached in Berlin an awareness of 87%.
The corporate image of the BVG raised by 0.5 points on scale. And they sold 29.000 more subscriptions than the year before.
The Situation
Although Berlin is a very tolerant and liberal city, the Berliners are very intolerant with their public transport system BVG. That is why a bus delay of 2 minutes often ends with a Twitter shit storm.
The Berliners have an intense love–hate relationship with the BVG. The challenge was to change this attitude with a remarkable campaign.
The Strategy
To change hate into love, we took the first step. And approached our passengers with the highest form of love: tolerance.