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

Name	Company	Position
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.