Title	#BIKEMYTIGHTS
Brand	PIERRE ROBERT/ORKLA
Product/Service	HOSIERY BIKE MY TIGHTS
Category	C02. Use of Mobile
Entrant	OMD Stockholm, SWEDEN
Idea Creation	OMD Stockholm, SWEDEN
Media Placement	OMD Stockholm, SWEDEN
Production	OMD Stockholm, SWEDEN

Name	Company	Position
Johanna Turner	OMD Sweden	Account Director
Gabriella Holm	OMD Sweden	Account Manager
Vicki Galiamousa	Omd Sweden	Production Leader
Rasmus Bjurström	OMD Sweden	Creative Lead
Joel Lundblad	OMD Sweden	Creative Lead

The Campaign

Our research showed that tights’ purchases are either planned or crisis. We also know that it’s the nature of tights to rip when you least expect it. Since most clothing stores in Sweden close early on weekends, emergencies are common. This opened an interesting opportunity to exploit and increase young women’s trust in the Pierre Robert’s brand when faced with a crisis. Repeat purchase level is high: 50% of women who have tried the products buy again. But the level of trial for Pierre Robert tights amongst young women was in decline. If we could demonstrate the convenience Pierre Robert offers, create trials and have some fun with “crisis” purchases then Consideration and Trial - the key to success - would increase.

Creative Execution

Need tights quick? Pierre Robert to the rescue! With her smartphone our fashionable young woman could now take a snap and post it on Instagram under #BikeMyTights. GPS tracking alerts a bike messenger and within minutes she has brand new tights. Three weekends in a row, caped bikemytights messengers delivered tights to Women In Need all over Stockholm and their friends. To parties, dinners, offices, apartments, street corners, and night clubs. To make waiting for delivery interactive the whole campaign ran on a dedicated mobile site. Via GoPro, Periscope (a first ever in the Nordics), and GPS, women (and some men!) were able to track, see, and speak to the bike messenger. The site also had a live story board, displaying hashtagged photos—one column displaying ‘people in need’ and one ‘people rescued. To convey ‘coolness’ for the campaign and the brand, influential Instagram fashion bloggers were recruited as promoters.

Mission accomplished! It was a seamless merge of a fun offline event and an immersive mobile experience. Pierre Robert showed their tights to be both top quality and convenient. #BikeMyTights proved to be a fun and innovative way to drive trial and change perceptions. We smashed KPIs for trial by 30%. Women all over Stockholm tried the products and core values for Pierre Robert were demonstrated in a fun and innovative way. 44% of participants have recommended Pierre Robert to family and friends. Women were “rescued” and onlookers (offline and on) were part of the fun. Perception of Pierre Robert as a ”creative brand” increased by 30% after the campaign Consideration increased by 75% in interest of buying tights from Pierre Robert. The perception of Pierre Robert's core value of “convenience” increased by 60%.

With the help of a mobile real time campaign, advanced GPS technique, Periscope and a bunch of charming, caped bike messengers who could be followed live on your mobile, Pierre Robert made sure that a ripped tights wouldn’t ruin your night. We turned a well-known crisis situation into a huge online/offline real-time event and create a lot of needed brand consideration. We turned “sampling” on its head and actually got the target audience to ask for the product, in full light of their friends at the club and all their friends on social media.

Insights, Strategy and the Idea

Imagine a hip young woman in her 20’s on her way to an opening night at the newest club when all of a sudden she looks down and notices that her tights have ripped. Women know this feeling well. Tights often rip, clothing stores are closed and you have to spend your whole night out with ripped tights or no tights at all, which isn’t pleasant in a Swedish winter! To make Pierre Robert the “tights on the weekend” hero, we decided to lend a helping hand and turn these emergency situations around. We had one mission…ripped tights shouldn’t ruin your night. One more problem, this campaign needed to take place when a pair of tights have ripped. It needed to be in real time! #BikeMyTights began.