BVG and Jung von Matt Crown Berlin the Real 'City of Love'
Updated: Sep 1
TL;DR: Berlin's transit operator BVG and Jung von Matt released a tongue-in-cheek film crowning Berlin — not Paris — the real 'city of love', extending a decade-old platform and a reference case in self-deprecating city branding.
Berlin over Paris
Berlin's transit operator BVG (Berliner Verkehrsbetriebe) and agency Jung von Matt have released a tongue-in-cheek film arguing that Berlin, not Paris, is the true city of love. Published on 25 August 2026, the social-led film uses Berlin landmarks and the city's famously blunt charm to make its cheeky case.
It extends "Weil wir dich lieben" ("Because we love you"), a platform BVG has run for more than a decade and one repeatedly recognised at awards.
Why self-deprecating city branding works
BVG's long-running success comes from doing the opposite of what a transit authority is expected to do: it's funny, self-aware and unafraid to poke fun at Berlin's gritty reputation. That authenticity is why the work travels on social.
Claiming the 'city of love' title with a wink is classic BVG — it borrows a globally recognised idea (Paris's romance) and subverts it with local pride, giving the content both instant familiarity and a distinctly Berlin twist.
Marketing Minute's read: consistency is the moat
Our take: the real lesson is longevity. 'Weil wir dich lieben' has run for over ten years, and that consistency is precisely why each new film lands — audiences already know and love the platform, so every execution compounds rather than starts cold.
Most public-sector and utility brands play it safe and forgettable. BVG proves that even a transit authority can build genuine brand affection with humour and a consistent voice — an asset worth more than any single campaign.
What businesses should take from it
A consistent brand voice held for years is a moat competitors can't quickly copy. Resist the urge to reinvent; let a distinctive platform compound.
Even 'boring' categories can be likeable. Humour and self-awareness turn a functional service into a brand people actively enjoy — and talk about.
Quick FAQ
What is BVG's 'city of love' campaign?
It's a tongue-in-cheek film by BVG and Jung von Matt, published 25 August 2026, arguing that Berlin — not Paris — is the real city of love, extending BVG's decade-old 'Weil wir dich lieben' platform.
Why is BVG's marketing so well known?
BVG has built a distinctive, self-deprecating, humorous brand voice over more than ten years, unusual for a transit authority, which makes its social-led films highly shareable and repeatedly award-winning.
What's the takeaway for other brands?
Consistency and a distinctive voice compound over time into genuine brand affection — even in functional or public-sector categories.
BVG proves a transit authority can be one of the most-loved brands in its city — because it has held the same funny, self-aware voice for over a decade. That consistency is the moat. Each new film lands because audiences already love the platform it belongs to. — Daniel Nikolla, Founder of Merx Marketing
A distinctive brand voice held consistently for years is a moat — even a transit authority can build real affection with it.
Is your brand voice consistent enough that each new campaign compounds the last?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, Campaign Germany, PAGE.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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