Hovding: Give A Beep [image]

Credits & Description:

Title: Give A Beep
Agency: Edelman Deportivo
Brand: Hövding
Country: Sweden
Entrant Company: Edelman Deportivo, Stockholm
Advertising Agency: Edelman Deportivo, Stockholm
Media Agency: Edelman Deportivo, Stockholm
Pr Agency: Edelman Deportivo, Stockholm
Production Company: Edelman Deportivo, Stockholm
Creative Agency: Edelman Deportivo (Edelman Deportivo)
Chief Marketing Officer: Jonathan Bean (Mynewsdesk)
Synopsis:
SituationHövding has developed the world’s first inflatable “airbag-helmet” for bicyclists. It is a publicly traded company with an international market. But since the launch of the innovative product, not much external communication has been done towards the target group, urban cyclists.BriefHövding asked us for an engaging brand awareness campaign in London, demonstrating curiosity, innovation and care for London cyclists.ObjectivesTo communicate the Hövding brand in an innovative and caring way.To engage London cyclists.To get earned media in editorial media and blogs.
Outcome:
Our mobile campaign reached more than 100 million people through earned media. But more importantly, 5 000 shared beeps from the Hövding target group provided enough data to see where in London cyclists feel frustration. London Cycling Campaign is now feeding the London transportation office with Give a beep data for fixing short term traffic problems and the findings of our data will be used for the include in the city’s long-term cycling program, according to the Mayor’s office.Hövding doubled sales in comparison to the same period in 2015 . Meanwhile the news about Give a Beep spread way beyond UK. Brussels, Amsterdam and Colorado plan to launch similar initiatives 2017 and other cities are on the way, giving Hövding unique legitimacy in each market that adopts give a beep in the future.We helped Hövding going from “only" saving lives everyday to also saving lives in the future.
Campaign Description:
InsightCyclists feel frustration and fear 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? For that, we would need a mobile communications tool that didn’t feel distracting or unsafe to the cyclist. Creative IdeaWe decided to re-invent the bicycle bell, giving it more features than just an alarming sound. Based on af Flic button, we developed 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. Of course it still sounded, but now through your smart phone. Together with our partner MyNewsdesk, we teamed up with London Cycling Campaign and handed out 500 flics to cyclists. We named the campaign Give a Beep.
Strategy:
Data gathering and target audienceResearch of five years’ worth of police road traffic accident data* by Aviva shows that there were 2
988 motor accidents involving cyclists inside the M25 between 2009 and 2013 – more than 12 every day. So for our target audience, cyclists, safety on the London road was a real problem. ApproachEven though the Hövding Helmet saves lives, it can’t slow down the increasing amounts of traffic accidents, involving cyclists. For that to happen we would need to unite the community and influence the city’s politicians.Relevance to platformTogether with the London Cyclist Campaign, we approached 500 cyclists, and provided them with our newly developed bicycle bells. Because since the London traffic has changed substantially the last 100 years, the bicycle bell should too. Suddenly our target group could display where they felt distress to make their city safer in the future.
Execution:
Using Flic technology, we developed a mobile app allowing each click on our bluetooth connected “bike bell “ to be 1) geo-positioned on a realtime interactive map available at the campaign site, 2) tweet a frustration-tweet and 3) send an email to the Mayor´s office, reminding him on his earlier pledge to improve London cycling infrastructure. Well, it also sounded of course, but now through the smart phone.We used no paid media – the whole budget (80K Euro) went to strategy, creative, production and media outreach. We sourced 500 bike bells, developed an app for the bike bell´s functionality, built a campaign site, recorded a campaign film (Youtube) and together with London Cyclist campaign distributed bike bells all over the greater London area and made an extensive earned media outreach.The campaign started on June 7th 2016 and ran until July 6th, when we received an official letter from the London Mayor's office.