| Title | GIVE A BEEP |
| Brand | HÖVDING |
| Product/Service | HÖVDING |
| Category |
A01. Fast Moving Consumer Goods |
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Entrant
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EDELMAN DEPORTIVO Stockholm, SWEDEN
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Idea Creation
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EDELMAN DEPORTIVO Stockholm, SWEDEN
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Media Placement
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EDELMAN DEPORTIVO Stockholm, SWEDEN
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PR
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EDELMAN DEPORTIVO Stockholm, SWEDEN
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Production
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EDELMAN DEPORTIVO Stockholm, SWEDEN
|
Credits
| Edelman Deportivo |
Edelman Deportivo |
Agency |
| Jonathan Bean |
Mynewsdesk |
Chief Marketing Officer |
The Campaign
Insight
Cyclists feel frustration and fear 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? For that, we would need a mobile communications tool that didn’t feel distracting or unsafe to the cyclist when on the bike.
Creative Idea
We decided to re-invent the bicycle bell, giving it more features than just an alarming sound. 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. Of course it 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. We named the campaign Give a Beep.
Execution
Using Flic technology, we developed an app making each click of our “bike bell “register geo-position on a realtime interactive map available at the campaign site, tweet a frustration-tweet and send an email to the Mayor´s office reminding him on his earlier pledge to improve London cycling infrastructure.
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 (Youtube) 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 London Mayor´s office.
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. 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 .
We made a brand building, sales driving, earned at core PR campaign, with a smart, easy to implate tool – to enhance the bicycle infrastructure in modern cities. Along the way, we helped Hövding going from “only" saving lives everyday to also saving lives in the future.
The Situation
This PR campaign developed the world’s first emailing bicycle bell to help the target group (London cyclists) to form a city wide movement for cycling safety, a movement that would drive brand awareness and sales with nothing else than participation from the target audience and earned media.
The Strategy
Target audience and PR planning
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.
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.
Approach
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.