Typically a partnership between a transport company and a sportswear brand is certainly unusual, the two brands mutually benefitted from building this meaningful brand experience – Adidas to create buzz and excitement around its shoes while BVG was able to raise awareness with an audience of younger commuters.
“The motivation behind the collaboration is really to get young people on to public transport,” says Petra Reetz, spokesperson for BVG. “In a big city like Berlin, the quality of life and quality of the air are important. We wanted to tell young people public transport is cool – you don’t need to buy a car.”
Commuters on public transport give brands the perfect audience with which to engage. They usually have to be in the same place at the same time each day and are often bored and looking for something to do while traveling.