Bvg Berliner Verkehrsbetriebe: Is' Mir Egal

Credits & Description:

Agency: Jung Von Matt Hamburg, Germany
Client: Berliner Verkehrsbetriebe (Bvg)
Product: No Further Specification
Entrant: Jung von Matt Hamburg, Germany
Title: Bvg "Is' Mir Egal"
Product/Service: No Further Specification
Idea Creation: Jung von Matt Hamburg, Germany
Production: Stereo Films Medienproduktion Munich, Germany
Executive Creative Director: Dörte Spengler-Ahrens (Jung von Matt AG)
Creative Director: Marielle Heiss (Jung von Matt AG)
Senior Copywriter: Bastian Tripp (Jung von Matt AG)
Client Service Director: Natalie Martens (Jung von Matt AG)
Project Manager: Schouwit Berhe (Jung von Matt AG)
Project Manager: Alexandra Schöne (Jung von Matt AG)
Agency Producer: Jankel Huppertz (Jung von Matt AG)
Executive Music Producer: Klaas Nocken (Jung von Matt AG)
Senior Music Consultant: Julian Krohn (Jung von Matt AG)
DoP: Philipp Kirsamer (Stereo Films Medienproduktion GmbH)
Artist: Kazim Akboga (Freelance)
Grading: Florian Wolf (Stereo Films Medienproduktion GmbH)
Post Production Supervisor: Andreas Heidenreich (Stereo Films Medienproduktion GmbH)
Producer: Hannes Heidenreich (Stereo Films Medienproduktion GmbH)
Director: Baris Aladag (Freelance)
Styling: Clara Reuter (Freelance)
Editor: Matthias Graatz (Stereo Films Medienproduktion GmbH)
Sound/SFX Designer: Markus Roseneck (Stereo Films Medienproduktion GmbH)
The Campaign
To change this love-hate relationship into pure love, we took the first step. And approached our passengers with the highest form of love: tolerance. Together with YouTube artist Kazim Akboga, we produced a music video in which we present BVG's tolerance in a way no one would expect from a public transport company.
Execution
Together with YouTube artist Kazim Akboga, we produced a music video in which we present BVG’s tolerance in a way no one would expect from a public transport company.
Over 17 million views, 30% new fans on Facebook, 25% more followers on Twitter and an ad equivalent of more than 2 million euros. Additionally an enormous national and international press response, including Slate Magazine (Washington Post), Berlin’s largest daily newspaper (BZ), and nearly all major national media.
The campaign reached in Berlin an awareness of 87%.
The corporate image of the BVG raised by 0.5 points on scale. And they sold 29.000 more subscriptions than the year before.
The Situation
Although Berlin is a very tolerant and liberal city, the Berliners are very intolerant with their public transport system BVG. That is why a bus delay of 2 minutes often ends with a Twitter shit storm.
The Berliners have an intense love–hate relationship with the BVG. The challenge was to change this attitude with a remarkable campaign.
The Strategy
To change hate into love, we took the first step. And approached our passengers with the highest form of love: tolerance.