Whoops is a branding film for the Copenhagen Metro under the creative concept “Fortunately, you’ll be there soon” – a humorous concept that dramatizes the benefit of the metro’s speed to the point where it’s almost a lifesaver as it gets you faster away from awkward situations. A way a of creating an emotional connection to the brand over a rather functional benefit.

The film has been running in cinemas, on social media and other online video formats.

In Denmark, most people on public transportation prefer to stick to themselves (and their phones). They simply want to get from a to b, that’s it. Therefore, it’s even worse for our posh-looking main character in Whoops that she has to defend herself to complete strangers – and by the end of the film almost has the entire train involved.

But won’t a film about “farting” on the metro make people less likely to use it? No. The Copenhagen Metro has a reputation of being super clean and inviting to its passenger, which is why we felt okay doing this humorous story.

And, call us childish, but many Danes think farts are funny – that kind of jokes sits perfectly fine within the Danish humor.

In the film we meet a posh-looking woman on the Copenhagen Metro. When she moves in her seat, her faux pas leather pants suddenly make an unfortunate fart-like sound. She notices the other passengers looking and starts defending herself but only end up making the situation even more awkward. Then the super comes on: Fortunately, you’ll be there soon.

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 ”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.