Tue, 26 Oct 2021 12:08:16 GMT
Serviceplan Campaign Berlin and BVG are highlighting the pilot project for contactless payment on BVG buses, which has been running since the summer, with a neighbourhood musical.
A cast of neighbourhood personalities are featured by styling the campaign with various bags and pockets which might be associated with different styles and musical tastes, for example; the Kreuzberg punk girl, the Neukölln street rapper, the Spandau Atze, the Mitte mum and the eccentric Charlottenburg couple celebrate in and on their way to the bus. And always in harmony with a nostalgic new edition of Peter Schilling's '80s hit "Völlig losgelöst". Named a ‘Kiez’ musical in honour of the German word (mainly native to Berlin and Northern Germany) that refers to a city neighbourhood, or relatively small community within a larger town.
But how do you stage a musical during a pandemic, when everyone has to wear masks on public transport? Instead of the people singing, their bags and pockets are animated and sing the song. They are brought to life entirely without computer technology in a homage to Jim Henson and the Muppets.
Christine Wolburg, head of sales and marketing at BVG said: "We are happy to offer the contactless payment and love this campaign idea that's just fun and catchy."
Myles Lord, managing director creative at Serviceplan Campaign Berlin, adds: "Creativity is the key to problem solving. Masks and singing don't go together. With creativity, we found a way to stage a musical that brings people joy."
The 60-second film can be seen online on BVG's social media channels and in pre-rolls as well as in OOH on buses and bus stops for approximately one month from today. The campaign was implemented in an integrated way within the Serviceplan Group: In addition to Serviceplan Campaign Berlin for the idea and concept, Mediaplus Berlin was responsible for online media planning and booking, and Neverest for the production. The online film was directed by Mario Clement.
Categories: Public Transport, TravelSERVICEPLAN GERMANY, Tue, 26 Oct 2021 12:08:16 GMT