BVG-ARIE

ClientBERLINER VERKEHRSBETRIEBE (BVG)
Category A05. Travel, Transport & Leisure
TitleBVG-ARIE
Product/ServiceBERLINER VERKEHRSBETRIEBE
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
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.

Execution

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.

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. But the best thing: Passengers changed their minds. Suddenly they were laughing, liking (51,559 likes) and sharing (12,051 shares). And in the end we proved: There is no love without drama.

The Situation

Although Berlin is a very tolerant and liberal city, the Berliners are very intolerant with the BVG. That is why a bus delay of 2 minutes often ends with a Twitter shit storm. After the big success of our first campaign to make Berliners love the Berlin Transport, we started a second round. Again we fixed hate with love. But listening is the key to love. And what is love without a little drama? So we let our passengers take centre stage and perform their complaints in the most dramatic Mozart aria of all time.

The Strategy

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.