SPARTA, THE GREAT BICYCLE ROBBERY [video] USSR/CCCP, Amsterdam para Sparta

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SPARTA, THE GREAT BICYCLE ROBBERY [video]

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Sector Aparatos de gimnasio y fitness
Media Case study
Mercado Países Bajos
Agencia USSR/CCCP, Amsterdam
Creative Director Erik Wunsch
Art Director Jan-Willem De Man
Copywriter Frenkel Schönfeld
Client Service Director Eelco Keune
Publicado octubre 2012

Creditos y descripciones

Advertiser: SPARTA
Agency: CCCP
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: SPARTA, THE GREAT BICYCLE ROBBERY
Client Service Director: Eelco Keune (CCCP)
Chief Operating Officer: Wesley Ter Haar (MediaMonks)
Design Director: Emile Pen (CCCP)
Copywriter: Frenkel Schönfeld (CCCP)
Art Director: Jan-Willem de Man (CCCP)
Marketing Manager: Marco Kalden (Sparta)
Online Producer/Account Manager: Marije de Graaff (CCCP)
Marketing Director: Mark Kuper (Sparta)
Creative Director: Erik Wünsch (CCCP)
Client Brief Or Objective
Sparta, one of Holland’s oldest bicycle brands, asked us to do the following:Help raise brand awareness among a younger target group.Put Sparta’s newest models in the spotlight.Drive traffic to Sparta’s new 'all things bicycle' platform 18miljoenfietsen.nl.
Implementation
The Great Bike Robbery is a Facebook connected game in which Sparta asked users to steal their bicycles instead of buying them. You could steal bikes from Sparta’s online showroom on 18miljoenfietsen.nl or from a participating Facebook friend. Because friends started stealing from each other, the game spread like wildfire across Facebook. After a while the Police started to interfere. They closed the Sparta showroom and started recovering bikes from Facebook. The nine people that managed to hold on to their Sparta until the end, were rewarded with a real version of the bike they had stolen.
Outcome
15,356 thieves31,269 stolen bikesOne bike was stolen 50 times in a row!34,010 published stories on Facebook88,018 unique visitors on 18miljoenfietsen.nl during the 4-week contest4 minutes average time on site70% of the thieves were younger than 34
Relevancy
Because the actual content that was shared on Facebook was, in fact, an interactive flash image containing one of Sparta’s newest models, we accomplished that the product itself ‘went viral’. Fun fact: these interactive wallposts updated themselves every time a bike was stolen by a friend or recovered by the police. This means the bike disappeared from the wallpost itself.