The platform “Fortunately, you’ll be on your way soon’ has been running since 2019 with one single objective; positioning the Metro as the fastest, most convenient transportation in Denmark. It originates from the insight that most people really don’t enjoy public transportation. It is crowded and time consuming. But the Metro is different – being the fastest way through the city, punctual and urban. Analysis showed that speed was the biggest driver for public transportation. 'Fortunately, you’ll be on your way soon’ is a humorous concept dramatizing the benefit of the metro’s speed to the point where it almost becomes a lifesaver by getting passengers quickly out of awkward situations – and thereby creating an emotional connection to the brand over a rather functional benefit. “Whoops” is the recent branding film, maintaining the positioning for the Metro in an ever-changing city crowded with cars and evolving transportation.

The script and vision for the film really relied on finding the right person as our main character. We needed a strong woman who – in a fun way – could stand up for herself and never let herself become a “victim”. We knew of Danish actress Mette Horn from tv-shows years ago. She did a casting-tape for Whoops that we feel in love with – and in the end, she nailed the part.

The ”Whoops”-campaign had a very high coverage in the target audience; 1,2 mio. people were exposed, and the total estimated time spent with brand was 44.937 hours. The campaign generated double the lift of the ad recall industry benchmark; 12,7% compared to a benchmark of 6,8% (Source: Meta Brand Lift Study).

Furthermore, there was an increase of 163% in how many “gained a more positive impression of the Metro” in the campaign period - from 5,12% to 13,48% of the target group (source: Epinion PoweBi dashboard).

On Meta, the creative was very effective in driving viewer interest, which manifested itself in both view time cost and contact prices below benchmarks for the brands’ earlier campaigns. The strongest example of this, was that the campaign was estimated to deliver a CPM 80 DKK, but generated a CPM 45 DKK.