- Brand strategy
- Brand campaign
- Graphic design
- TVC
- Social media content
- Webdesign
- Digital design
- Campaign concept
- Naming
- Corporate visual identity
- PR
The challenge
BroPas had more than 500,000 subscribers availing of discounts on drives across the 16 km long Øresund Bridge between Sweden and Denmark. To both retain these users and attract new ones, the brand needed a refresh and new product names. The work also had to strengthen cultural and economic ties between Sweden and Denmark.
Approach
The name of the otherwise popular BroPas suddenly evoked associations with “corona passports.” Our analysis also revealed that many customers confused BroPas with Brobizz.
Solution
We developed the new name ØresundGO®, which encouraged people to drive whenever they wanted while strongly connecting to the bridge’s identity. To launch ØresundGO, we produced an entertaining musical advertisement that firmly established the name with song and dance.
Result
Øresundsbro Konsortiet had a record year in 2023 with a revenue increase of DKK 398 million. Danish leisure traffic with ØresundGO® rose by 23%, while more customers were gained and driving frequency increased.
