Title	RIDE LIKE VOILA
Brand	VOI
Product/Service	VOI
Category	F01. Integrated Campaign led by Brand Experience & Activation
Entrant	STRAYS Stockholm, SWEDEN
Idea Creation	STRAYS Stockholm, SWEDEN

Name	Company	Position
Christofer Weider	Strays	Art Director
Arvid Gradin	Strays	Copywriter
Carl-Michael Ulfstedt	Strays	Design Director
Linnea Nilsson	Strays	Account Manager
Madelen Möllard	Strays	Graphic Designer

Why is this work relevant for Brand Experience & Activation?

The RideLikeVoila campaign created a deeper relationship with users as people engaged in learning safe riding at their own free will at Voi’s traffic school. The campaign is integrated with all it’s units pointing towards giving people a new view of the issues and benefits of e-scooters. And with so many engaging in the traffic school peoples behavior when riding e-scooters are changing for the better, making full use of e-scooters potential in changing cities for the better.

background

Swedish micro mobility startup Voi are competing on the new but highly competitive European e-scooter market where a handful of rivals are racing to take the dominating position. And not only are they facing the competition of rival giants with bigger budgets. They are also introducing a new disruptive service that is stirring up emotions and being watched closely by legislators. Lately the potential danger of e-scooters have been a hot topic. For their first ever campaign Voi needed to stand out in the competition and change peoples behavior for the better.

Describe the creative idea (20% of vote)

E-scooters, they are all over the place, filling sidewalks and pedestrians areas and some people are riding around like outlaws with zero respect for society. But scooters are not the problem, they are changing cities for the better. People are the problem. But to be honest people can’t help themselves. They have been given something they just haven’t been shown how to use yet. What do they know about scooter ethics really? Nada, that’s for the e-scooter companies to fix. And as urban young adults are not getting driving licenses to the same extent as previous generations some don’t know how to behave in traffic when jumping on to a scooter So Voi gave them Voila, a safety guru sent to end the scooter madness and teach safe riding at her digital traffic school.

Describe the strategy (20% of vote)

With a target audience of young adults with the boredom of school still in fresh memory we knew we needed to give them a different and fun learning experience. And we also needed to create something that matched their mobile, hectic lifestyle. So we asked ourselves, can we make people join a traffic school by free will? We gamified the whole learning experience by creating quiz-like short tests, matching the the short attention social media behavior. And instead of paying users earned free Voi-rides when getting a quiz right, giving users instant reward whenever they felt like learning. The traffic school was launched on the platform RideLikeVoila.com and created in collaboration with Swedish National Society for Road Safety, and approved by VIAS, European Institute of Road Safety, to ensure its quality.

Describe the execution (30% of vote)

The campaign lunched with a film, introducing Voila and her mission, hitting social media and youtube. Campaign unit’s encouraged people to follow Voila to her digital retreat to learn safe riding and earn free rides. The manner and tonality were created with a cyber cult-ish twist as cults are effective in making peoples lives easier by telling them how to live. Only Voilas cult only made peoples lives safer. Offline safety meetups to teach safe riding in in real life were held. All of Voi’s existing users where reached by in app push notifications and with the help of PR newspapers picked up the story of the world first traffic school for e-scooter mobility.

List the results (30% of vote)

Within one month from launch 146 470 people signed up to Voilas traffic school, 131 045 people completed every test and 7 128 295 questions were answered. And as people continue to join Voi is ending the scooter madness. One rider at a time.