BVG - HACKING BERLIN PRIDE
Title | BVG - HACKING BERLIN PRIDE |
Brand | BVG BERLINER VERKEHRSBETRIEBE |
Product/Service | BRANDED "CHRISTOPHER STREET DAY" CAMPAIGN PARADE TRUCK |
Category |
D06. Live Advertising & Events |
Entrant
|
DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
Idea Creation
|
DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
PR
|
DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
Credits
Klaus Rehm |
Die Botschaft Communication GmbH |
CEO Consultancy |
Tom Daske |
Die Botschaft Communication GmbH |
CEO Creative |
Jan Köhler |
Die Botschaft Communication GmbH |
Executive Director Concept |
Alexander Jarka |
Die Botschaft Communication GmbH |
Creative Dirctor Content |
Michael Dielmann |
Die Botschaft Communication GmbH |
Senior Art Director |
Henning Lemke |
Die Botschaft Communication GmbH |
Senior Copy/Concept |
Katharina Langmann |
Die Botschaft Communication GmbH |
Senior Account Manager |
Anne Plescher |
Die Botschaft Communication GmbH |
Account Manager |
Write a short summary of what happens in the digital or ambient execution or campaign.
The Berliner Verkehrsbetriebe (BVG) truck represents our rolling “job advertisement”. Beyond doubt, we aren’t using the known empty phrases any regular HR department utilizes, choosing instead to use creative themes to address the CSD crowd at Berlin pride directly. Clearly ambiguous and with its famous BVG-irony we say: “Dream job: Traffic on a daily basis” (in German, a play on words with a slightly sexual double meaning – “Traumjob: Jeden Tag Verkehr.”). Photos and videos of our truck “job advertisement” were rapidly and widely shared on social media and across the web. Particularly for potential trainees, applicants and young professionals, the truck has helped secure the BVG’s reputation as an attractive employer with heart and a great humor, a notable image change for the BVG.
Cultural / Context information for the jury
As one of Berlin’s most noteworthy employers, the BVG is actively searching for new employees and trainees for several divisions of the company. Nevertheless, the BVG has recently experienced a drop in the number of applications and divisions such as the vehicle drivers’ division lack new workers. To make a change, BVG is investing in new and unexpected touchpoints, like the Berlin pride, to represent the company as a committed and interesting employer with diverse professions for prospective staff members. Over the last few years the BVG truck has become an institution of the annual pride. With witty wordings and eye-catching designs, the BVG truck helps out the company each year as open-minded, tolerant and confident – resulting in wide press coverage and social media responses that reach well-beyond the borders of the German capital. The truck represents a highlight of the parade that has been seen by thousands.