Title	GIVE A BEEP
Brand	HÖVDING
Product/Service	HÖVDING
Category	E02. Social Purpose
Entrant	EDELMAN DEPORTIVO Stockholm, SWEDEN
Idea Creation	EDELMAN DEPORTIVO Stockholm, SWEDEN
Media Placement	EDELMAN DEPORTIVO Stockholm, SWEDEN
PR	EDELMAN DEPORTIVO Stockholm, SWEDEN
Production	EDELMAN DEPORTIVO Stockholm, SWEDEN

Name	Company	Position
Edelman Deportivo	Edelman Deportivo	Agency
Jonathan Bean	Mynewsdesk	Chief Marketing Officer

The Campaign

Cyclists feel frustration and fear in the London traffic. What if they could turn this personal frustration into a data driven movement that would improve the cyclist’s situation in the future? For that, we would need a mobile communications tool that didn’t feel distracting or unsafe to the cyclist when on the bike. We decided to re-invent the bicycle bell. Based on a Flic button, we developed 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 on our campaign site. Of course the bell still sounded, but now through your smart phone. Together with our partner Mynewsdesk, we teamed up with London Cycling Campaign and handed out 500 flics to cyclists. The real magic was giving all the single cyclists power through numbers, helping each other creating a safer London.

Creative Execution

Using Flic technology, we developed a mobile app allowing each click on our blue tooth connected “bike bell “ to be 1) geo-positioned on a realtime interactive map available at the campaign site, 2) tweet a frustration-tweet and 3) send an email to the Mayor´s office, reminding him on his earlier pledge to improve London cycling infrastructure. Well, it also sounded of course, but now through the smart phone. We used no paid media  – the whole budget (80K Euro) went to strategy, creative, production and media outreach. We sourced 500 bike bells, developed an app for the bike bell´s functionality, built a campaign site, recorded a campaign film and together with London Cyclist campaign distributed bike bells all over the greater London area and made an extensive earned media outreach. The campaign started on June 7th 2016 and ran until July 6th, when we received an official letter from the Mayor.

Our campaign reached more than 100 million people through earned media. But more importantly, 5 000 shared beeps directly from the Hövding target group provided enough data for the Mayor’s office to see where in London cyclists feel fear and 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. London Cycling Campaign is now feeding the London transportation office with Give a beep data for fixing short-term traffic problems and, in a direct letter the Mayor asked for our findings, to include in the city’s long-term cycling program. Hövding doubled sales in comparison to the same period in 2015 and along the way, they went from “only" saving lives everyday to also saving lives in the future.

Data gathering and target audience Research of five years’ worth of police road traffic accident data* by Aviva shows that there were 22,988 motor accidents involving cyclists inside the M25 between 2009 and 2013 – more than 12 every day. So for our target audience, cyclists, safety on the London road was a real problem. Relevance to platform Together with the London Cyclist Campaign, we approached 500 cyclists, and provided them with our newly developed bicycle bells. Because since the London traffic has changed substantially the last 100 years, the bicycle bell should too. Suddenly our target group could display where they felt distress to make their city safer in the future. Approach Even though the Hövding Helmet saves lives, it can’t slow down the increasing amounts of traffic accidents, involving cyclists. For that to happen we would need to unite the community and influence the city’s politicians.