- 800 THOUSAND
- daily impacts of the message “Metro Culture is me”.
- 31.900
- reproductions of the song the first day on Twitter.
WHAT WE WERE UP AGAINST
The Metro Culture is an intangible heritage of Medellín and defines the exemplary way in which the city’s inhabitants behave in the system (in comparison with similar systems in the world). It is so impressive what has been achieved in 29 years, that Metro de Quito hired Metro de Medellín as a consultant and one of its key issues is its culture.
However, this culture was being challenged. While in 1994, when the system started, 250,000 users were transported per month, in 2023, there were close to 800,000. In addition, the city had become a destination for tourists and migrants from other cities and countries, which implies that this culture, which manifested itself in behaviors such as letting people leave before entering, respecting the queue and giving the seat to the elderly, was being challenged by new generational habits (e.g.: watching or listening to music and videos on the cell phone). The more traditional people began to feel that the Medellín Metro had been transformed.
WHAT WE DID
More people and new realities meant that some people said there was no more Metro Culture; that was our starting point for action. To create a campaign that reconnected people with Metro Culture, we had to understand that it started with everyone. If it ended, it was because it ended in you, not in others. Hence, the constitutive thought of his expression: “Metro Culture is me”.
Although austerity was a Metro policy, if we wanted to change, establish or improve habits, the system itself had to become the means, supported by the habits of the users (navigation in networks). For this reason, a song played on the Metro’s TikTok accompanied the new messages that, in all the stations, the system’s audio and internal media, reinforced the idea that everyone was the one who built the culture.
RESULTS
1 song as the new corporate anthem. In this way, we were able to build Metro’s identity, since the collaborators appropriated it as the corporate anthem.
It was the Cultura Metro campaign with the highest number of impacts using our own media.
