NUTCASE DENMARK - RITTER PLUS: NUTCASE'S OUTDOOR FITTING ROOM [video]

Credits & Description:

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: NUTCASE DENMARK - RITTER PLUS
Product/Service: NUTCASE BIKE HELMETS
Agency: OGILVY Copenhagen, DENMARK
Creative Director: Jakob Staalby (Ogilvy Denmark)
Art Director: Amanda Larsen (Ogilvy Denmark)
Strategic Planner: Caroline Asmussen (Ogilvy Denmark)
Copywriter: Kenneth Hamann (Ogilvy Denmark)
Describe the brief from the client
Copenhagen got more bicycles than inhabitants. However most of them think wearing a helmet is uncool. Nutcase Bike Helmets wanted to change that.
Promotion Development
Nutcase's Outdoor Fitting Room: dented sign poles with built-in helmets placed along bicycle paths in central Copenhagen.
Inside the helmets was a simple message: USE YOUR HEAD and win this helmet.
The mechanics were simple "Take a picture of yourself using the helmet and share it via Facebook to participate.
Results
More than 10.000 people actively engaged with the campaign – trying the helmets on the streets and sharing the stories and pictures online.
The video was viewed in more than 100 countries.
And the story was featured on news media and fashion blogs worldwide.
But most importantly: Nutcase got people to use their brains. Not loose them.
Relevancy to Product/Service
1) We showed why wearing a helmet is a good idea
2) We gave people the possibility to try out what it feels and looks like to wear a helmet when your need it the most
3) The event and pictures of people sticking their head into the pole had an extreme high sharing value on social media