HÖVDING
Give a Beep
My role:
Creative Director
BRIEF: Hövding, an innovative bicycle helmet brand in Sweden, asked us to do an engaging brand building campaign in London, demonstrating curiosity, innovation and care for London cyclists. A campaign on cyclist’s safety was much needed, since there is a cyclists involved in a traffic accident every other hour in the greater London.
INSIGHT: Cyclists feel frustration 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? And what if Hövding could move from “only” saving lives every day to also saving lives tomorrow by pushing for better cycling infrastructure?
CONCEPT: We decided to re-invent the bicycle bell, giving it more features than just giving an alarming sound. Using a simple flic button, we invented 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. It still sounded, but now through your smart phone.
RESULTS: Our campaign reached more than 100 million people through earned media. But more importantly, 5 000 shared locations provided enough data for the Mayor’s office to see where in London cyclists feel 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 future cyclist program.
PROJECT STATICS:
— Earned media reach 100 million people
— 6,000 visitors to ‘give a beep’ campaign site
— 8,500 videos views on Facebook and Youtube
— 5 000 shared locations provided enough data for the Mayor’s office to see where in London cyclists feel frustration
MEDIA: The project was highlighted internationally by media such as; Mashable, Washington Post, Creativity Online, London Live, The tech news, Bikesnob NYC, Age Times, Yahoo News, In Business, Metro Elite, Buzz me, The Quick Post, Unwire HK, Wopular, Nvs24, Mymeedia, Bizkoots, Stimulant Online, Bike Rumor, World Prime Time, Techly, Newskar.