DARKNESS

ClientLOCA BIKES
Category B01. Websites
TitleDARKNESS
Product/ServiceBICYCLE HEADLIGHTS
Entrant BBDO WARSZAWA, POLAND
Idea Creation BBDO WARSZAWA, POLAND
Credits
Name Company Position
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.