Title | DARKNESS |
Brand | LOCA BIKES |
Product/Service | BICYCLE HEADLIGHTS |
Category |
B01. Websites |
Entrant
|
BBDO WARSZAWA, POLAND
|
Idea Creation
|
BBDO WARSZAWA, POLAND
|
Credits
Kamil Redestowicz |
BBDO Warszawa |
Creative Director |
Adam Kieres |
BBDO Warszawa |
Art Director |
Franciszek Toeplits |
BBDO Warszawa |
Copywriter |
Honorata Fidos |
BBDO Warszawa |
Project Manager |
Kuba Kobyłecki |
BBDO Warszawa |
Developer |
Ernest Kośka |
BBDO Warszawa |
3d artist |
Background
Situation: Cyclists in Poland tend not to use head and taillights. Thath's dangerous especially in autumn - a very dark period in Poland.
Brief: Find a way to make the cyclists buy the taillights and headlights together with their bikes.
Describe the strategy
We’ve connected the website to a weather forecast in a way that the website would gradually go darker and darker as the sun was going down. The website stayed dark unless they put a taillight in their shopping cart first!
It was crucial for the specific audience. People coming to loca bikes website seeked greatly designed, eye candy bicycles. But they couldn't see them. Just like the drivers.
Describe the execution
Autumn in Poland can get very dark. Simple truth is – after dark, drivers can’t see a bike without a taillight. We decided to emphasise this fact quite literally on a website for Loca Bikes. We’ve connected the website to a weather forecast in a way that the website would gradually go darker and darker as the sun was going down. The website stayed dark unless they put a taillight in their shopping cart first!
List the results
A significant increase in headlights and taillights sales on the website.