Trafikselskabet Movia wanted to bring back the young people of the city to ride bus 5C. This popular route of Copenhagen is like a moving sidewalk, constantly crossing the city centre, going all the way from Husum to Amager.
The target group, young people between the ages of 16 and 25, is quite difficult to impact, so it was important to dig all the way into their universe and mindset. We needed a sharp agile setup on a tight budget. And we knew it was important to have a tone that was “young speaking to the young” communication and not a public transport company having “Movia to young” communication.
So, we brought a small, young team to the street and to the bus, shooting videos in the right environment. This resulted in a YouTube campaign showing the life of the young in the city in a cool and relatable way. Fast speed, city life, moving from A to B.
Within the first two weeks, we achieved quite impressive results:
Full video views: 71,424
100% View Through Rate: 29%