| Title | MASKENMUFFEL |
| Brand | BVG BERLINER VERKEHRSBETRIEBE |
| Product/Service | PASSENGER INFORMATION VIDEO/ COVID 19 |
| Category |
D01. Social Video |
|
Entrant
|
DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
|
Idea Creation
|
DIE BOTSCHAFT COMMUNICATION GMBH Berlin, GERMANY
|
|
Production
|
MONIC FILMS | FILM & VIDEOPRODUKTION Berlin, GERMANY
|
|
Post Production
|
MONIC FILMS | FILM & VIDEOPRODUKTION 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 Creative Director |
| Michael Dielmann |
Die Botschaft Communication GmbH |
Senior Art Director |
| Henning Lemke |
Die Botschaft Communication GmbH |
Senior Copy Writer |
| Katharina Langmann |
Die Botschaft Communication GmbH |
Account Director |
| Marie Boy |
Die Botschaft Communication GmbH |
Account Manager |
| Teresa Kilchytska |
Die Botschaft Communication GmbH |
Junior Art Director |
Background
In public transport in Berlin, as in all German states, wearing mouth and nose protection is mandatory by law due to the Corona disease. On top of that, “Maskenmuffel” (mask grouches) risk to be fined at least 50 Euros on board all BVG vehicles since July 1, 2020. So that this message reaches all Berliners, BVG started an extensive spot activation across all online and social media channels.
Describe the strategy
Among Berliners and their guests, public transport BVG is known for their humorous, entertaining communication and is loved for it as a brand. Pointing fingers is not concurring with the internalized tonality though. That’s why the creative challenge was to combine the serious topic of mandatory mask requirement with the characteristic BVG humor: So people don’t get rebuked but are rather charmingly, yet insistently reminded of the mandatory mask requirement and the fine.
Describe the execution
We created a spot, which combines attitude with entertainment and makes people smile underneath their masks. We turn a BVG employee into a steward on board the BVG tramway and let him present the new safety instructions step by step to all BVG passengers. Typical hand movements and gestures from the world of flight attendants are smartly adapted and customized for the new BVG rules.
The mouth and nose protection falls from above, just like an oxygen mask.
Putting it on is demonstrated like putting on your seat belt.
And finally, a 50 Euro bill is presented like the safety instructions manual.
All supported by the main message “Protect others. Yourself. And your wallet.”, which succeeds in managing the balancing act between factual information and emotional tonality.
The spot was launched on YouTube, all BVG social media channels, and on all screens inside every BVG vehicle.
List the results
Straight after the kick-off across all online channels, the spot was already flying high. Apprx. 1 million views (YouTube, Facebook, Linkedin…) as well as 4.5 million contacts through Berliner Fenster, the In-flight entertainment of BVG. Within a short period of time, the spot became a real mask-have across all communication channels.