Beloofd - Kijken Kijken
How a Temptation Island-parody helped drivers to always notice motorcycles in traffic.
One out of three drivers admits that he has been surprised by a motorcyclist in traffic in the past because he had not seen him approach. In collaboration with VSV, we launched a new motorcyclist campaign at the start of the new motorcyclist season for that very reason. It consists of two parts: a large campaign targeting drivers and a targeted campaign focused on motorcyclists specifically.
Campaign to drivers
The goal was to teach drivers how to avoid being surprised by motorcyclists. By looking twice before making a maneuver, you minimalise the risk of hitting a motorcyclist.
To make sure people remembered the trick, we used a quote by Haroon from Temptation Island: Kijken Kijken to notice motorcyclists in traffic. The campaign was kicked off with teasing banners alongside the busiest Belgian highways. A week later, the teasing was over and it all became crystal clear: the famous quote was meant to remind you to look twice before making a maneuver.
Campaign to motorcyclist
In a second part of the campaign, targeted to motorcyclists, we introduced SOS Peter, the motorcycle expert for motorcyclists. He explained the basic motorcyclist technics in 3 short videos.
And a phone number was introduced to call with SOS Peter. A direct line with a motorcycle expert to help motorcyclists with all their problems and questions about road safety.