Hamburger Hochbahn - E-Scooter Training
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Credits
Company / Customer
Details
hvv switch, the mobility app for Hamburg, is taking responsibility: a digital campaign aims to motivate people to use e-scooters safely and fairly. But how does a brand focused on freedom intervene to regulate? How does it admonish without damaging its young and modern image? Quite simply: with charm, entertainment value and a testimonial that combines both. Our trick works, as the high level of attention for our assets and the increased brand values prove.
The Jury‘s Statement
With its hvv switch mobility app, Hamburger Hochbahn has launched a digital campaign that exemplifies how users can be moved to a safer and fairer use of e-scooters with creativity and a sense of responsibility. Through the humorous and charming staging of the campaign, using an ironically exaggerated testimonial, it has been possible to communicate a serious concern without raising a finger and to position hvv switch as young, modern and dynamic. The successful combination of online film, social media presence and an interactive online game has not only captivated the attention of the target group, but also measurably increased the brand values. This project shows how creativity, responsibility and direct communication can bring about a positive change in behavior in the target group.
