Axa Insurance Radio, Digital, Design & Branding Smartbell by FCB Warsaw


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Industry Insurance
Media Radio, Digital, Interactive & Mobile, Design & Branding
Market Poland
Agency FCB Warsaw
Chief Creative Officer Luis Silva Dias
Creative Director Agnieszka Klimczak, Gosia Drozdowska
Art Director Kaja Dobrzańska
Copywriter Mikolaj Stefanski
Released April 2017


Cannes Lions 2017
Radio Use of Radio & Audio: Use of Audio Technology Bronze Lion

Credits & Description

Campaign: Smart bell
Client: AXA
Brand Name: Axa Polska
Url: Https://
Product/service: Smart Bike Insurance
Agency: FCB Warsaw
Chief Creative Officer: Luis Dias
Creative Director: Gosia Drozdowska, Agnieszka Klimczak
Copywriter: Mikolaj Stefanski
Art Director: Kaja Dobrzańska
Account Director: Monika Sosnowska
Account Manager: Marlena Mikina
Agency Producer: Robert Wawszczyk
Product Constructor: Szymon Peplinski
Product Designer: Adrian Dutkowski
Chief Creative Officer: Luis Silva Dias (Fcb International)
Creative Director: Gosia Drozdowska (Fcb Warsaw)
Creative Director: Agnieszka Klimczak (Fcb Warsaw)
Agency Producer: Robert Wawszczyk (Fcb Warsaw)
Copywriter: Mikolaj Stefanski (Fcb Warsaw)
Art Director: Kaja Dobrzańska (Fcb Warsaw)
Account Director: Monika Sosnowska (Fcb Warsaw)
Account Manager: Marlena Mikina (Fcb Warsaw)
Constructor: Szymon Peplinski (Generatywnie)
Production Designer: Adrian Dutkowski (Made By Hype)
5 million cyclists ride everyday on Polish roads. Every year 1 million new bicycles are bought. And as the road infrastructure is not adapted to the needs of new urban commuters, the cyclist ride on shared roads, creating new dangers for both themselves and the drivers. 15% of road accidents involve cyclist, but while the insurance for cars are obligatory standard, cyclists are not interested in having insurance.AXA was introducing new insurance for cyclist – Smart Bike. But how to get the attention of the modern urban cyclist to the matter they refuse to think about –safety standards on the road?
Campaign Description:
As AXA is the world’s biggest insurance company, dedicated to redefine standards for better everyday life, we decided to get the cyclist attention on the safety issues by upgrading the only safety feature bicycle have: the bike bell. That’s when the smart bell idea was born. The Smart Bell is a new type of bicycle bell, that along with the normal bike bell sound, use FM frequencies to transmit the signal through the car radios within the radius of 5 meters. Smart Bell disrupts radio signal to transmit bell sound through the car’s speakers. The smart bell uses RDS Traffic Announcement protocol to transmit the bell signal even if MP3, CD or AUX is on. Smart Bell uses the same power as MP3 transmitters, to assure conformity with the EU laws.
Brief with projected outcomes:
In Poland, every car has to be insured in case of a collision. In contrary bicycles and cyclist are not obliged to have this kind of insurance, despite they are sharing the same roads.
Over 1000 cyclist tested the smart bell and AXA had 50 000 sales contacts during the Bike Show. Smart bell was launched only on 21st April, but already got attention of the urban cyclist to AXA products and safety standards, with request for information coming on average every 25 second in the first 72 hours. For the first time the well-known safety standard was redefined to make drivers hear the cyclist and the cyclist communicate better with the drivers on the shared roads and make a bicycle bell adapted to the real conditions millions of cyclists ride every day. Smart bell got the AXA brand into real conversation with the new desired target group – modern urban commuters.
Our strategy was to get the attention of a very difficult target group – the urban commuters from big cities, who every spring changes cars to bikes. Although they are the most vulnerable road users, and the number of incidents involving cyclist raise every year, there are no legal obligation for them to have the insurance, and they refuse to recognise the danger they put themselves in every day. Cyclists don’t even realize how silent they are from the car driver’s perspective and how being the only road user who is not audible, put them in danger. AXA strategy was not to scare them with consequences, but to offer an innovative solution to raise awareness, catch the consumers’ attention and present AXA as the provider of the new safety standards for cyclist.
The smart bell together with Smart Bike Insurance was launched at the biggest Polish Bike Show – Warsaw Bike Expo, 21-23rd of April, 2017. As the activation was held in Warsaw, smart bell was set to local radio stations covering 82% of car drivers’ audience in the area. Smart bells were handed out to the visitors, targeting the urban cyclist and influencers who visited the Bike Show. On the website people could subscribe to request their own smart bell, learn about safety standards, and buy Smart Bike insurance. The video documenting the smart bell rides and people reactions were put on-line to further foster the conversation on road safety for cyclists.