MERCURY COMMUNICATIONS SRL - The Drunk Bicycle
Category: Most Experimental & Innovative Campaign
Year / Domain / Status: 2018 / Social campaigns / Participant
In Romania, thousands of cyclists are involved in alcohol-induced crashes every year. In the effervescent going-out culture of big cities, every day hundreds of people drink and then get on their bicycles with no concern for their own safety. Therefore, in the first phase, our approach was to address to cyclists who drink in bars and terraces; it is a category of target that is open minded, eager for new experiences and prepared for sharing them on social media. Afterwards we interacted with the cyclists who came to bike fests in big cities from Romania. Our strategy was to make them aware that drinking makes them lose control over their bikes. In order to understand how little control they have after a few drinks, we created a different kind of bicycle: a “Drunk Bicycle”, a bicycle from Pegas that has a reversed steering mechanism. Pegas promoted on FB the cycle as a new model from its range, inviting people to attend to local events. Here we invited urban cyclists to test their balance, proving that their reflexes and experience are not as reliable as they think.Execution:
The Drunk Bicycle went on a national tour, inviting cyclists from 7 cities to test it within a series of special events or activations: Beraria H activation, Femei pe Matasari Event, Ground Zero, Deschis Gastrobar, Clujul Pedalează Event and Dream Family Festival. For each activation we targeted cyclists from the main cities of Romania; we associated with big events whereby our target took part. Each activation was recorded, and the video material was promoted on Pegas FB page and on the event FB page. All cyclists who rode the Drunk Bicycle received awareness materials, bicycle lights and glow-in-the-dark stickers.