About the project

Branding idea of the new metro line M4 South with the purpose of encouraging more people to use the five new metro stations.

A place filled with contrasts. The criteria for the solution were to be based on insight, be humorous, in line with the metro’s brand values, and evoke a desire to travel.

The format consisted of: idea-name, insight, idea, how it works, PR headline, and key visuals.

We used the 4C model and started by researching Sydhavnen as well as who lives there and what the area offers. In addition to possible activities and experiences, we found that Sydhavn is known as “The Venice of the North” on several sites. We identified three directions with corresponding visuals. The insights thus formed the basis for our further work and ideas for the case.

Insights: Sydhavnen is a relatively unknown place for Copenhageners, it is far away, and many have prejudices about South Harbor. We came up with a solution to create a community on social media by encouraging people to bring someone to Sydhavnen by referring to famous song lyrics with locations that are replaced with Sydhavn or contain the word ‘Syd’. The user should then write who they want to bring to the metro’s post. This combined with a competition and sharing their experience with the hashtag #SouthTogether, which will thereby evoke a desire to travel in others. The PR headline for this idea was “Sing your way to Sydhavnen.”

In our other solution, Sydhavn was to be branded as a sustainable and timely advantageous holiday destination and an alternative to holidays abroad. Here, we paired destination-contrasting photos of places abroad with photos of places in Sydhavnen, which help make Sydhavn less ‘unknown’ by illustrating what one gets in this part of the city.

Overall, it should make it clear to the user that it is shorter to get to Sydhavnen than to… – and that you can get to Sydhavnen in minutes, which is also in line with the “quickly onwards” tagline and better for the environment. The PR headline here was “The South is just around the corner.”