5 Euros Each, 6 Districts, 150,000 Views – Hamburg Rediscovered with HaspaJoker

Background and Challenge

Hamburg is perceived as an expensive metropolitan city – a prejudice that prevents many people from exploring the diverse neighborhoods. Haspa wanted to demonstrate that exciting experiences in the Hanseatic city are possible even on a small budget. At the same time, HaspaJoker, an account offering attractive discounts for Hamburg cultural offerings and cashback benefits with local and national partners, needed to be authentically presented on social media channels.

Approach and Realization

The concept was as simple as it was effective: armed with just 5 euros, we explored various Hamburg neighborhoods, discovering small adventures and insider tips along the way. Each month, a new district took center stage – from Grindel to St. Pauli and St. Georg, extending to Altona, Barmbek, and Billstedt.

For maximum authenticity, we collected the 5 euros from the local Haspa branch in each respective neighborhood. Every district received four creative 30-second clips covering a diverse spectrum from gastronomy and culture to sightseeing attractions. The HaspaJoker, with its discounts at local partners like Dat Backhus, Rindchen's Weinkontor, and SoulSushi, as well as national providers such as C&A, MediaMarkt, and Lieferando, was naturally woven into these stories.

Results

The community responded enthusiastically to this authentic format. Views accumulated across Instagram, TikTok, and Pinterest, with individual clips reaching over 150,000 views on TikTok. These numbers impressively demonstrate how a well-conceived idea with creative execution can achieve significant impact. The project encompassed content strategy, filming, and post-production in close collaboration with Haspa – a successful partnership that creates anticipation for future joint projects.