| Title | SMART BELL |
| Brand | AXA POLSKA |
| Product/Service | SMART BIKE INSURANCE |
| Category |
C03. Insurance |
|
Entrant
|
FCBBRIDGE2FUN Warsaw, POLAND
|
|
Idea Creation
|
FCBBRIDGE2FUN Warsaw, POLAND
|
|
Production
|
FCBBRIDGE2FUN Warsaw, POLAND
|
Credits
| Mikolaj Stefanski |
FCB Warsaw |
Copywriter |
| Szymon Peplinski |
School of Form |
Chief Technology Officer |
| Kaja Dobrzanska |
FCB Warsaw |
Art Director |
| Agnieszka Klimczak-Pyryt |
FCB Warsaw |
Creative Director |
| Malgorzata Drozdowska |
FCB Warsaw |
Creative Director |
| Luis Silva Dias |
FCB Lisboa |
Chief Creative Officer |
| Robert Wawszczyk |
FCB Warsaw |
Agency Producer |
| Monika Sosnowska |
FCB Warsaw |
Account Director |
| Adrian Dutkowski |
Independent |
Designer |
The Campaign
As AXA is one of the world’s biggest insurance company, dedicated to redefine standards for better everyday life, AXA decided to get the cyclist attention on the safety issues by upgrading the only safety feature bicycle have: the bike bell. That’s when the smart bell idea was born. To introduce a new AXA bike insurance, we created something that immediately insured bikers on the road. The Smart Bell is a new type of bicycle bell, that along with the normal bike bell sound, use FM frequencies to transmit the signal through the car radios within the radius of 5 meters. Smart Bell disrupts radio signal to transmit bell sound through the car’s speakers. The smart bell uses RDS Traffic Announcement protocol to transmit the bell signal even if MP3, CD or AUX is on. Smart Bell uses the same power as MP3 transmitters, to assure conformity with the EU laws.
Creative Execution
The smart bell together with Smart Bike Insurance was launched at the biggest Polish Bike Show – Warsaw Bike Expo, 21-23th of April, 2017. As the activation was held in Warsaw, smart bell was set to local radio stations covering 82% of car drivers’ audience in the area. Smart bells were handed out to the visitors, targeting the urban cyclist and influencers who visited the Bike Show. On the smartbell.pl website people could subscribe to request their own smart bell, learn about safety standards, and buy Smart Bike insurance. The video documenting the smart bell rides and people reactions were put on-line to further foster the conversation on road safety for cyclists.
Over 1000 cyclist tested the smart bell and AXA had 50 000 new contacts during the Bike Show. Smart bell was launched only on 21th April, but already got attention of the urban cyclist to AXA products and safety standards, with request for information coming on average every 25 second in the first 72 hours. For the first time the well-known safety standard was redefined to make drivers hear the cyclist and the cyclist communicate better with the drivers on the shared roads and make a bicycle bell adapted to the real conditions millions of cyclists ride every day. Smart bell got the AXA brand into real conversation with the new desired target group – modern urban commuters.
Our strategy was to get the attention of a very difficult target group – the urban commuters from big cities, who every spring change cars to bikes. Although they are the most vulnerable road users, and the number of incidents involving cyclist raise every year, there are no legal obligation for them to have the insurance, and they refuse to recognise the danger they put themselves in every day. Cyclist don’t even realize how silent they are from the car driver’s perspective and how being the only road user who is not audible, put them in danger. AXA strategy was not to scare them with consequences, but to offer an innovative solution to raise awareness, catch the consumers’