MIND THE GAP

Short List
ClientBERLINER VERKEHRSBETRIEBE
Category D05. Special Build
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

Write a short summary of what happens in the digital or ambient execution or campaign.

In the week before Equal Pay Day, BVG announced the Women's Ticket and the 21% discount for women on March 18th. The launch communication 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 Berlin's busiest subway station. The 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 Berlin women to apply for a career at BVG with guaranteed equal pay at careers.bvg.de

Cultural / Context information for the jury

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.