16-03416
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16-03416
Click on image to view high resolution
16-03416
Click on image to view high resolution
16-03416
Click on image to view high resolution
16-03416
Click on image to view high resolution

BVG #weilwirdichlieben

[Social Media]

Client

Berliner Verkehrsbetriebe (BVG), Berlin

Design

GUD. GRÜNER UND DEUTSCHER, Berlin

Creative Direction

Katja Scholze

Digital Concept

Christian Artopé

Head of Marketing

Martell Beck

Strategic Planning

Jens Grüner


In the past, the Berliner Verkehrsbetriebe (Berlin’s public transportation services) tended to be accepted as a matter of course. The image campaign #weilwirdichlieben (because we love you) is intended to remind the city’s inhabitants of just how good their public transportation system works. Therefore, the company purposefully provoked a “shitstorm” on the web to identify the influencers in social media and use them for the cause. In keeping with the motto “Even a dressing-down is a conversation opener”, the company reacted on the criticism in a self-ironic, charming and human way on Facebook, Twitter and Instagram. The campaign does not focus on expensively produced content but on an individual dialogue using Berlin dialect and slang.

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This project can be found in the
International Yearbook Communication Design 2016/2017.

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