Bvg Berliner Verkehrsbetriebe Case study Mind the Gap by Serviceplan Munich
Bvg Berliner Verkehrsbetriebe: Mind the Gap
Awards:
| ADC Awards 2020 | ||
|---|---|---|
| Integrated | Integrated - Branding | Bronze Cube |
| Experiential Design | Experiential Design | Merit |
| Clio Awards 2019 | ||
| Public Relations | Cause Related | Gold |
| Public Relations | Special Event / Stunt | Gold |
| Cresta Awards 2020 | ||
| Brand Purpose | Brand Activism | Silver |
| Integrated | Integrated | Shortlist |
| Ambient And Experiential | Experiential | Shortlist |
| Direct | Consumer product or service (single item) | Shortlist |
| Craft | Outstanding Art Direction (billboards/poster) | Silver |
| Print, Ooh | Poster/Billboard campaign (2-6 executions) | Bronze |
| Craft | Craft Campaign (any media) | Silver |
| Print Design | Art Direction (any category) | Silver |
| Craft | Outstanding Copywriting (print) | Shortlist |
| Print Design | Packaging | Silver |
| Caples Awards 2020 | ||
| Integrated | - | Silver |
| Ambient/Guerilla/Outdoor | - | Silver |
| PR | - | Bronze |
| New York Festivals Awards 2020 | ||
| Public Relations | Best Use | Bronze |
| Public Relations | Products & Services | Silver |
| Direct & Collateral | Products & Services | Silver |
| Positive World Impact | Empowerment | Gold |
| D&AD Awards 2020 | ||
| Press & Outdoor | Poster Advertising Campaigns | Wood Pencil |
Credits & Description:
Client: Berliner Verkehrsbetriebe
Agency Network: Serviceplan
Holding Company: Serviceplan
Production Company: Media Monks
Advertiser Brand: Berliner Verkehrsbetriebe
Advertising Agency: SERVICEPLAN
Entrant Company: SERVICEPLAN GERMANY
Production Company (additional): CuBird
Global Chief Creative Officer: Alex Schill
Managing Creative Director: Myles Lord
Art Director: Wenke Möller-Madhana
Copywriter: Sebastian Bialon
Account Manager: Philipp Krause
Copywriter: Jan Roters
Art Director: Nils Frankenbach
General Manager: Patricia Nassauer
Trainee Account: Sandra Bergström
Senior Producer: Chance Woodward
Print Producer: Oliver Rihn
Trainee: Alexander Stothfang
Junior Art Director: Jonas Köksal
Managing Director: Zhong To
Editor: Malte Schumacher
Senior Group Head: Jana Dreger
Technical Director: Edwin Scholte
Technical Director: Richard Heuser
Creative Director: Chrisy Srisanan
Junior Creative: Karlijn Hendriksen
Director: Eva Julia Manneke
Video Producer: Raoul Sturme
Country: MUNICH
Date of Release: 2019-03-12
Tags: Tourism / Travel / Transportation
Background: Despite Germany's reputation as a socially progressive country, it has the second largest gender pay gap in Europe. Women in Germany are paid an average of 21% less than men, according to the Federal Bureau of Statistics.
Idea: We wanted to bring attention to Germany's 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.
Results: In the week before Equal Pay Day, BVG announced the Women’s Ticket and the 21% discount for women on March 18th. The call-to-action was placed across the Berlin transit network using posters, billboards, platform signage, ticket machine screens 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 special Women’s Ticket Machine inside the Alexanderplatz subway station in the center 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 careers with guaranteed equal pay at careers.bvg.de