Give a beep
Hövding, an innovative bicycle helmet brand in Sweden, asked us to do an engaging brand building campaign in London, demonstrating curiosity, innovation and care for London cyclists. A campaign on cyclist’s safety was much needed, since there is a cyclists involved in a traffic accident every other hour in the greater London.
Cyclists feel frustration in the London traffic. What if they could turn this personal frustration into a movement that would improve the cyclist’s situation in the future? And what if Hövding could move from “only” saving lives every day to also saving lives tomorrow by pushing for better cycling infrastructure?
We decided to re-invent the bicycle bell, giving it more features than just giving an alarming sound. Using a simple flic button, we invented a bell that sent an email to the mayor every time you pushed it – and we plotted out the location of this frustration on a real time London map. It still sounded, but now through your smart phone.
Our campaign reached more than 100 million people through earned media. But more importantly, 5 000 shared locations provided enough data for the Mayor’s office to see where in London cyclists feel frustration. Thousands of emails to the Mayor and vast coverage in the news made it hard for the Mayor’s office to neglect the campaign. In a direct letter, the Mayor asked for our findings, to include in the city’s future cyclist program.
We developed a new bike bell for Hövding – the brand that created the first air bag for cyclists 10 years ago. The new bike bell allowed cyclists not only to alert others in traffic to their presence but also city planners to danger spots and the Mayor to his promises towards the London cycling community. With the help of Flic technology each click of the bike bell registered geo-position on an interactive map available at the campaign site, tweeted a frustration-tweet and sent an email to the Mayor´s office reminding him on his earlier pledge to improve London cycling infrastructure.
This campaign needed our prime target group, London cyclists, to actually execute the campaign themselves – by riding around London beeping away. Together with our partner MyNewsdesk, we managed this by teaming up with London´s largest cycling organization the London Cycling Campaign. Together with them we earned unique legitimacy to adress cyclists and get them involved in the campaign. That way we managed to get 500 die hard cyclists to sign up for a bike bell and start giving a beep about cycling safety on London roads. Bike bells were distrtibuted at pick-up points, via mail and by appointment for a week.
The project was highlighted internationally by media such as; Mashable, Washington Post, Creativity Online, London Live, The tech news, Bikesnob NYC, Age Times, Yahoo News, In Business, Metro Elite, Buzz me, The Quick Post, Unwire HK, Wopular, Nvs24, Mymeedia, Bizkoots, Stimulant Online, Bike Rumor, World Prime Time, Techly, Newskar.