The Copenhagen Metro has an objective of 160M travels in 2025 - a lift of 30% from 2023. A very ambitious objective resulting in a range of different campaigns aimed a different audiences, e.g. families with children.

Nobody takes the metro, just for fun. It’s often related to a need of transportation between a and b - and usually not something the metro is able to influence directly. But the high ambitions, required a new way of thinking; Could we hack the need for more passengers directly?

Analysis showed a spike in search for fun family activities during Easter, why we chose this season for the campaign. Our objective was to show families just how swift and smooth (and fun) a metro ride can be, while increasing their awareness of all the great places to see and visit along the metro lines in Copenhagen. It surely is an “Easter egg”.

Copenhagen is a city full of history. So, together with The Museum of Copenhagen, we created an extraordinary metro ride “back in time”: An Easter bunny hunt across the M3 line inviting kids and their parents to find historic Copenhageners in the areas they had once lived. To make the historic hunt more appealing to kids, we utilized Midjourney’s creative muscle and turned what – seen through their eyes – were boring-looking old men and women into cute cottontails.

We then hid the bunnies across 17 stations and challenged the families to ‘catch’ each bunny on a smartphone, unlocking a child-friendly story about the historical person it resembled – e.g. the founder of Tivoli Gardens or a historic philanthropist who fought for more playgrounds in the city. The historic bunny hunt gave families an occasion to learn about their city – and experience how swift and smooth it is to ride the Copenhagen Metro.

Families with children is an important target audience for the Copenhagen Metro.

However, bringing your kids on public transportation seems far from relaxing – and cars and cargo bikes are therefore often the go-to mode of transport for parents getting around Copenhagen with their kids.

So, we invented an Easter Bunny hunt to create trial: Rather than explaining how easy it is to bring your kids on the metro, we wanted parents to experience it on their own body. The idea of creating an entertaining “metro ride back in time” to learn about the city through bunny-fied historic Copenhageners was a great way to get families on board – and get the kids in Copenhagen excited about riding the metro.

The hunt also served the purpose of getting families to visit some of the lesser-known stations on the Metro grid and learn about the areas around the stations.

For this campaign, we utilized Midjourney’s massive creative muscle and captivating visuals to make Copenhagen’s history more appealing to kids. Each bunny was carefully crafted, prompt-by-prompt – initially using simple prompts for exploring, then more precise prompts for refining, before finally the bunnies were perfected with help of a human hand.

A few bunnies teased about the campaign on SoMe, station screens, outdoor and blogs where they invited kids and parents to hop along the hunt. When you found and scanned a QR-code, a bunny would pop up via an AR-function to reveal who you had “caught”. When you had 5 bunnies, kids were rewarded a chocolate bunny to be collected on the Museum of Copenhagen where they could continue their new-found appetite for history. Ultimately, our bunnies brought the city’s history to life in new and funny ways – and showed families a good time on the Metro.

Our historic bunny hunt the Copenhagen Metro the center of a fun Easter activity that even made participants learn about the city’s history. During the hunt, families got to experience on their own body just swift and smooth it can be to ride the metro around town.

Bunnies from the past reached more than 5 milion travelers during the campagin period. It had more than 20,000 visits and in total the participants spend more than 200 hours inside the game learning about the city, about the 17 stations on the M3 line – and how easy the Metro takes you around town.