Move Ambient, DM MOVE BICYCLE LIGHTING by RadeMakkers

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Industry Bicycles, Traffic safety
Media Ambient, Direct marketing
Market Netherlands
Agency RadeMakkers
Creative Director Lodewijk Van Der Peet
Art Director Marc Linderhof
Designer Quintus Galenkamp
Released November 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MOVE
Date of First Appearance: Nov 25 2010
Entrant Company: RADEMAKKERS, Amsterdam, THE NETHERLANDS
Creative Director: Lodewijk van der Peet (RadeMakkers)
Art Director: Marc Linderhof (RadeMakkers)
Designer: Quintus Galenkamp (RadeMakkers)
Media placement: Guerrilla - Outdoor - 25 November
Describe the objective of the promotion.
In the Netherlands there are more bicycles than people. Of course, there are laws that bicycles need to have proper lighting. But in a city like Amsterdam, there is almost no bike with proper lighting. Typically Dutch, the police were very tolerant and didn’t do anything about it. That stopped a few months ago, as the police are now very active in punishing bikers without good visibility. The objective is to create awareness for the ‘Move’ light.
Describe how the promotion developed from concept to implementation.
The bicycle signs on the road that mark bicycle lanes lack a symbol for light. We added the symbol by putting a glow-in-the-dark sticker (with the logo from Move) on the road. This way we have a great impact using a very small budget.
Explain why the method of promotion was most relevant to the product or service.
Since the police became stricter, people are happy to be reminded that they have to get proper lighting on their bikes. We communicate on the bicycle lanes symbols, therefore it is relevant, smart and highly appreciated.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Move is the market leader in bicycle light equipment, but still has a limited budget. Since the campaign, sales increased by approximately 10% and over 50 bicycle outlets have requested to become Move dealers. With this ambient campaign we’ve received a lot of free-publicity. The media value that it generated is a lot bigger than their annual budget. As Move has had until now only a budget for a yearly brochure, this attention exceeded their marketing communication budget by far and gave exposure at a consumer level. For a low- (or no-)interest product it is nice to see that Move has started to become a real brand.