| Title | GOTH LIFE |
| Brand | COPENHAGEN METRO |
| Product/Service | COPENHAGEN METRO |
| Category |
D01. Social Video |
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Entrant
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
|
Idea Creation
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
|
Media Placement
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WAVEMAKER Copenhagen, DENMARK
|
|
Production
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PEGASUS PRODUCTION Copenhagen, DENMARK
|
Credits
| Kenneth Kaadtmann |
Hjaltelin Stahl |
Creative Lead |
| Cecilie Öberg |
Hjaltelin Stahl |
Art Director |
| Sune Overby |
Hjaltelin Stahl |
Art Director |
| Nina Markholt |
Hjaltelin Stahl |
Copywriter |
| Sandra Amilie Laccopidan |
Hjaltelin Stahl |
Account Manager |
| Mads Freundt |
Hjaltelin Stahl |
Marketing performance |
| Peter Harton |
Pegasus Production |
Director |
| Cille Silverwood-Cope |
Pegasus Production |
Executive Producer |
| Jens Maasbøl |
Pegasus Production |
DOP |
| Anders Jon |
Pegasus Production |
Editor |
| Ole Kristian Krogstad |
Pegasus Production |
Sound Engineer |
Background
September 2019 the new metro line in Copenhagen opened. With 17 new stations divided all over the city and connecting to the existing line, the metro is now the absolute fastes way through the city.
This were to be communicated to the public, to both create awareness about the new stations and to drive preference for the metro.
Describe the strategy
4 different audiences were defined all having different motivations for using the metro.
Urban flexible communters (Meaning people who switched between means of transportation)
Metro Sceptic (Meaning people who travel with bus)
City Motorists (People who drives and only use the metro for certain occasions)
Metro ambassadors (People who already use the metro)
We needed to find a common denominator amongst the audience to tell a story that would be relatable to all, while at the same time explains our key message about being fast.
85% of our audience lives in or near Copenhagen, so social media, where we could target based on location was an obvious choice. We needed to tell stories that were humorous and didn't try to sell the metro too much, so we could make sure a long click through rate.
Describe the execution
We went with a universal insight that when you're in public space, you might run into people you don't want to run into. But when traveling with metro it is over so fast, that it doesn't really matter.
We launched on the same day as it opened so we could ride on the coattail of the opening event.
The films were placed in long form on Youtube and short form on Facebook and Instagram. Along with Cinemas and on Web-TV
List the results
The long form films were picked up by both national and international media, securing is organic reach. This helped way to the paid social media plan.
Within 24 hours, the films had over 20.000 views, all of them generated organically. And the first day of the opening, the metro counted 127.000 travelers.