#weilwirdichlieben

#weilwirdichlieben

Description

How can a public transport company reach the hearts of its passengers? GUD chose the following strategy for BVG and its “#weilwirdichlieben” [because we love you] campaign: 1 Polarize: with the confession “because we love you”. 2. Set the target: use the hashtag. 3. Networking: cross-media. 4. Entertain and inform: self-deprecating, with heart and soul. The anticipated “shitstorm” was reversed within a short period of time – towards significantly better image ratings.


Statement of the jury

The image of local public transport providers is usually quite poor. Numerous campaigns have failed to really change anything about that. This BVG campaign is very different. The cheeky and wonderfully self-deprecating campaign shows a BVG that is happy to make fun of itself and hits the right note with younger people in particular – especially with the hit viral video “Is mir egal” – but it also appeals to older clients. The fact that, in the midst of all this humour, the core competences, services and other information are clearly and succinctly communicated is proof of a considered strategy which – if you look closely – isn’t quite as crazy it seems at first glance. An excellent campaign that really hits the mark.

Gold

Excellence in Brand Strategy, Management & Creation
Brand Campaign - Social Media and Virals