MIND THE GAP

Short List
ClientBERLINER VERKEHRSBETRIEBE
Category G04. Social Behaviour & Cultural Insight
TitleMIND THE GAP
Product/ServiceBVG-FRAUENTICKET (WOMEN'S TICKET)
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation 2 SERVICEPLAN BERLIN, GERMANY
Media Placement MEDIAPLUS Munich, GERMANY
PR SERVICEPLAN GERMANY Munich, GERMANY
Production MEDIAMONKS Hilversum, THE NETHERLANDS
Additional Company CUBIRD Berlin, GERMANY
Additional Company 2 LOFT TONSTUDIOS Berlin, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GERMANY Global Chief Creative Officer
Myles Lord SERVICEPLAN GERMANY Managing Creative Director
Wenke Möller-Madhana SERVICEPLAN GERMANY Art Director
Sebastian Bialon SERVICEPLAN GERMANY Copywriter
Philipp Krause SERVICEPLAN GERMANY Account Manager
Jan Roters SERVICEPLAN GERMANY Copywriter
Nils Frankenbach SERVICEPLAN GERMANY Art Director
Sandra Bergström SERVICEPLAN GERMANY Trainee Account
Claudia Maria Kirchmair SERVICEPLAN GERMANY Group Head Corporate
Jonas Köksal SERVICEPLAN GERMANY Junior Art Director
Zhong To Cubird Managing Director
Malte Schumacher Cubird Editor
Oliver Rinh PX1 Berlin Print Producer
Edwin Scholte Media Monks Technical Director
Richard Heuser Heuser Media Monks Technical Director
Chrisy Srisanan Media Monks Creative Director
Karlijn Hendriksen Media Monks Junior Creative
Eva Julia Manneke Media Monks Director
Raoul Storme Media Monks Video Producer
Jana Dreger MEDIAPLUS Senior Media Consultant

Why is this work relevant for Media?

BVG used their transit network, ticketing and tariff system as a medium to draw attention to the 21% gender pay gap in Germany. By creating the world’s first Women’s Ticket that allowed women to travel for 21% less, they highlighted the inequality in Germany. By giving a financial advantage based on gender, they created a massive discussion across social and mainstream media - which evolved into a global news story. The Women’s Ticket and Women’s Ticket Machine were symbols at the centre of the equality discussion and served as targeted communication channels for BVG’s recruitment messaging.

Background

A) 1.The German Federal Bureau of Statistics reports that Germany has a gender pay gap of 21% - the second largest gender pay gap in Europe. March 18th is marked as "Equal Pay Day" but few care about this and awareness of the 21% pay gap is low. 2. Women don’t normally consider a career with the Berlin Transportation Authority and it has a traditionally ‘male’ image. BVG needs to take extra measures towards reaching a better employee gender balance. B) Build an emotional connection with Berliners and build the perception of BVG as a company that stands for equality. Make BVG an attractive brand for women, especially as a prospective employer. C) Bring attention to Germany's 21% gender pay gap and take a stand for women's rights. Engage with Berlin women and promote BVG as a potential employer - with a strict policy of equal pay for equal work.

Describe the creative idea / insights (30% of vote)

March 18th is "Equal Pay Day" in Germany - a day nobody really notices. Few realise that Germany has a gender pay gap of 21%, the 2nd largest in Europe. To highlight this inequality, BVG created the world’s first ticket allowing women to travel for 21% less. On Equal Pay Day BVG brought the Frauenticket (Women’s Ticket) to over 600 ticket machines and installed a special Women’s Ticket Machine at the Alexanderplatz subway station in the centre of Berlin. The BVG Women’s Ticket brought the German gender pay gap discussion into global news on March 18th. But paying 21% less won't solve the problem - earning 21% more will. That’s why BVG used the action as a recruitment drive with the promise of equal pay for equal work. A targeted message on every Women’s Ticket payment receipt referred women to BVG's career website.

Describe the strategy (20% of vote)

BVG wanted Germany to know that it is a brand that stands for equality - and appear more attractive to women as a potential employer. BVG sought to achieve this by addressing a sensitive and vital issue affecting German women and German households - the 21% gender pay gap. BVG aimed to stand up for women's rights and drive awareness around this inequality - and then provide the ultimate solution to the problem: equal pay for equal work. By announcing its strict equal pay policies, BVG would stand as an example to other businesses to address imbalances and close the gender pay gap once and for all.

Describe the execution (20% of vote)

In the week before Equal Pay Day, BVG announced the Women's Ticket and the 21% discount for women on March 18th. The message reached commuters across the Berlin transit network via posters, billboards, platform signage, and digital screens inside busses, trams, and trains. This was supplemented by a press release, radio spot, website and paid social ads. On March 18th BVG brought the Women's Ticket to 600+ ticket machines across Berlin and unveiled a specially modified Women's Ticket Machine inside the Alexanderplatz subway station in the centre of the city. The iconic machine used gender recognition technology to identify women and offer a full range of 21% discounted tickets - including yearly tickets with savings of 160 euros. The Women's Ticket payment receipt carried a targeted message: Instead of paying 21% less - earn 21% more.” - encouraging women to apply for a career with guaranteed equal pay at careers.bvg.de

List the results (30% of vote)

The BVG Women's Ticket story brought Equal Pay Day onto the evening news of every German broadcaster on March 18th. The initiative sparked a discussion on gender equality and equal pay all over the world. - Over 1,500 articles and reports - Featured in 66 TV news broadcasts in Europe - 6.7 billion media contacts - 107 equivalent million media value - Ticket sales increased by 3,600% - March 18th search queries for 'Equal Pay' on Google.de increased by 1,900% compared to previous years on Equal Pay Day. (source: Google Trends, BVG, media tracking by Argus Data Insights)

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

1. BVG operates Berlin's bus, tram and subway systems and is Germany’s largest public transit authority. The brand is famous for its cheeky Berlin tonality - but also notorious for frequent delays and interruptions of its service. Thus BVG needs bold and engaging communication to win the hearts and sympathy of Berliners. The company has a very male image and struggles to recruit women and achieve a favourable gender balance. 2. Despite Germany's reputation as a socially progressive country, it has the second largest gender pay gap in Europe. Women are paid an average of 21% less than men, according to the German Federal Bureau of Statistics. Equal Pay Day has been around since 1988 but has always achieved very low visibility because it falls just after Women's Day. Traditionally, Equal Pay Day receives very little attention and media coverage.

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