SAUBER JANUARY
OOH Campaign Concept
BVG x KÄRCHER
Insight & Idea
Berlin's public transport company, has turned many haters around by learning the humorous language of self irony over the passed years. Still there is room for an early annual cleaning of BVG's grubby image. Introducing a collaboration campaign with the company producing cleaning appliances "Bringing back the WOW", Kärcher.
BVG is the late and crazy "Schmutzfink", Kärcher the fast cleaning fanatic - a wild symbiosis. Jumping into the well-known trend of "clean January", both show themselves from their shiny sides, as loyal supporters to the wacky Berliners.
How the symbiosis works
BVG gives the best OOH canvas that Kärcher can get: Many dirty busses, trains and stations that cross the public's eye constantly. Basically a playground for the Kärcher products than can deliver a great prove of product. After teasering their collaboration on BVG's vehicles, spaces etc especially smeared and dirty ones are chosen to get cleaned up by Kärcher, giving the Berliner's common home a new shine with Kärcher's signature.
Intro for non-german-speakers
By playing with German and "Denglish" (German mixed with English) puns, attention is drawn to both heroes as a team. Starting by polishing the tagline from "Because we love you" to
"BECAUSE WE KÄR FOR YOU":
