THE BICYCLE TEST for LIEBRE AMOTINADA

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THE BICYCLE TEST

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: LIEBRE AMOTINADA
Product/Service: COMPANY COMMUNICATION
Creative Director: Mariano Pasik (Liebre Amotinada)
Ezequiel Capaldo: Ezequiel Capaldo (Liebre Amotinada)
Art Director: Diego Bertagni (Liebre Amotinada)
Art Director: Matías Bianciotto (Wancamp)
Copywriter: Ignacio Jardón (Liebre Amotinada)
Copywriter/ PR Manager: Paz Pose (Liebre Amotinada)
Copywriter: Mariano Pasik (Liebre Amotinada)
Edition/ Postproduction: (Wancamp)
Media placement: Internet - Internet - 04-04-2009

Summary of the Campaign
We wanted to reinforce our leadership position in the production of creative content with broad media repercussion, and to attract new clients for our digital division. We created “The Bicycle Test”, a documentary experience, based on a simple question: How long does it take for an unlocked bicycle to be stolen on a corner of a big city? We placed bicycles with no lock or security chain at different locations in the city of Buenos Aires (Argentina) with a hidden camera that recorded and timed the action. In most cases, the bicycles were quickly stolen. The videos were uploaded to the blog www.lapruebadelabicleta.com, social networks, forums, and video portals such as Youtube. The project was followed by millions of people on the media and social networks around the world; media coverage estimated in more than US$ 10.000.000 (with an initial investment of only US$ 1.000); more than 2.340.00 search results on Google; chosen as one of the ‘80 Best Blogs’ by the Brazilian magazine Época; selected for festivals and exhibitions in Tokyo, New York, Sydney and London. We attracted 5 new global clients and raised its revenue in 95%.

The Goal
1. To impact mass media through a non-traditional brand activation and establish us in the market of viral web content. 2. To demonstrate to current and potential clients that beyond budget, the idea is what’s at the core of the communication business. 3. To attract new clients in activation and web developments. Target: Advertisers: current and potential clients, media and web users

Results
With an initial investment of only US$ 1.000, the project achieved: Media coverage valued in more than US$ 10.000.000 in more than 25 countries. The Washington Post, Miami Herald, Telemundo (U.S.A); El mundo, Telecinco, Revista Neo, 20 minutos (Spain); News.doc (Germany); Diario MX (Australia); El Mercurio (Chile); O Globo (Brazil); Telemundo (Venezuela); La Nación, Clarín (Argentina), Reuters, among others. The project was adapted in Germany, Spain, Japan and Brazil, among others. More than 2.340.00 search results on Google. Chosen as one of the ‘80 Best Blogs’ by the Brazilian magazine Época, one of the biggest in the country. It was selected in the New York Bicycle Film Festival and shown in cities across the world. We signed-up 5 new global clients. Increased revenue 95% (vs. 2008); 30% of new projects were digital developments.

Execution
As a way of attracting media and public interest, we created an online documentary project called “The Bicycle Test”. The purpose was to observe how long an unlocked bicycle lasted on the street before being stolen. At different locations in the city of Buenos Aires (Argentina), we left bicycles with no lock or security chain while a hidden camera recorded and timed the action. In most of the cases, the bicycles were stolen amazingly quickly. The videos were uploaded to the blog www.lapruebadelabicleta.com. Steps & processes: 1. Filming the bicycle “tests” 2. Designing the blog and project’s identity 3. Spreading: 3A.Seeding contents in social networks, forums and video portals 3B. Sending out digital flyers 3C. PR Campaign

The Situation
We are a communication company expert in brand experiences and activations that stand out from traditional formats and generate broad media repercussion. During 2008 client requests had focused on traditional formats and the company wanted to show its capacity for high-impact non-traditional communication pieces to attract new clients, especially in the digital space. We wanted to make a daring communication statement that would multiply contacts via the media, maximize results with a small investment, and go beyond the advertising boundaries creating an event of public interest.

The Strategy
We decided to use our own resources to carry out a self-promoting activation that would demonstrate our capacity to capture media attention with minimal budget. It was done through a digital platform, to make the most of its real time nature, massive coverage and virality. Through this strategy, we expected to attract new clients, reinforce current ones, expand the web business unit and increase revenue.