The Berliner Verkehrsbetriebe (BVG) are Germany’s largest municipal public transport company. More than one billion passengers used the bus, underground, tram and ferry services in 2015. The “Weil wir dich lieben” (Because we love you) campaign is to improve the image and strengthen the brand. The campaign follows a cross-medial approach. Besides classic media such as collaborations with leading media, ambient, image films, vehicle branding etc., the focus is particularly on social media channels.
Statement of the jury
A courageous campaign full of humor and self-irony that works well across all media. Thanks to its unprecedented success, the image of the BVG was greatly enhanced particularly among the young target group.