Title | BVG-ARIE |
Brand | BERLINER VERKEHRSBETRIEBE (BVG) |
Product/Service | BERLINER VERKEHRSBETRIEBE |
Category |
F05. Use of Licenced or Remastered Music for a Brand or Campaign |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
Media Placement
|
ESOME ADVERTISING TECHNOLOGIES Hamburg, GERMANY
|
Media Placement 2
|
UNRULY GROUP Hamburg, GERMANY
|
Production
|
STEREO FILMS MEDIENPRODUKTION GMBH München, GERMANY
|
Additional Company
|
BERLINER VERKEHRSBETRIEBE (BVG), GERMANY
|
Credits
Dörte Spengler-Ahrens |
Jung von Matt AG |
Managing Director Creation |
Marielle Heiß |
Jung von Matt AG |
Creative Director: |
Julian Aue |
Jung von Matt AG |
Copywriter |
Clemens Wolff |
Jung von Matt AG |
Copywriter |
Michael Wilde |
Jung von Matt AG |
Art Director |
Stephan Giest |
Jung von Matt AG |
Managing Director |
Natalie Martens |
Jung von Matt AG |
Client Service Director |
Alexandra Schöne |
Jung von Matt AG |
Senior Project Manager |
Dennis Wendt |
Jung von Matt AG |
Agency Producer |
Baris Aladag |
Freelancer |
Director |
Hannes Heidenreich |
Stereo Films Medienproduktion GmbH |
Managing Director |
Florian Arlart |
Harvest Digital Agriculture GMBH |
Managing Director |
The Campaign
We answered hate with love. And since listening is the key to love and love is nothing without a little drama, we let the passengers take centre stage in the most dramatic Mozart aria of all time. Thereby we made clear that complaining is a natural part of a brand-customer relationship.
Creative Execution
To stage the passengers’ complaints we used the most dramatic form of art – opera. To be more precise, we adapted the most dramatic Mozart-aria of all time. And who could perform it better than our passengers themselves?
With an earned media value equivalent to nearly 1.2 million Euros we made not only Berlin, but the whole of Germany talk about us. 8,5 million people watched our film on Facebook and YouTube – with 51,559 likes and 12,051 shares.
To stage the passengers’ complaints we used the most dramatic form of art – opera. Therefore we adapted the most dramatic Mozart-aria of all time: "Der Hölle Rache kocht in meinem Herzen" ("Hell's vengeance boils in my heart"), originally sung by the Queen of the Night in “The Magic Flute”. We produced a new version of the song in a way no one would expect from a public transport company. We let our passengers take centre stage and perform their complaints. And so we proved: There is no love without drama.
The Berliners have an intense love–hate relationship with their public transport system BVG. Within the last two years BVG has already proved its image. But still passengers were complaining. So the challenge was again to change this attitude with a remarkable campaign.
So we answered hate with love. Since listening is the key to love and love is nothing without a little drama, we let the passengers take centre stage in the most dramatic Mozart aria of all time. Thereby we made clear that complaining is a natural part of a brand-customer relationship.