ANWB Light Brigade

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Briefing

ANWB conducts a general traffic safety campaign to reduce the number of road casualties by 50% by 2020. One element in this campaign concerns bike lights. Cyclists without adequate lighting are a vulnerable group in traffic. In fact, 38% of all cyclists ride without lights or with inadequate lights. BrandBase was asked to develop an activation campaign to draw nation-wide attention to the necessity of proper bike lighting.

Solution

BrandBase developed the ‘ANWB Light Brigade’, The Light Brigade uses a spotlight mounted on top of the brigade vehicle to light cyclists without proper bike lights and guide them home safely. As the closing event of the campaign, the agency, on behalf of the Light Brigade, organized the ANWB Bike Cinema, a ride-in cinema that admitted cyclists with properly functioning bike lights only.

The ANWB Light Brigade proved to be a rewarding advertising property. All of the ANWB activities with respect to bike lights were carried out under the flag of the ANWB Light Brigade. All Light Brigade activities were covered by both local and national press. The Bike Cinema, for instance, was mentioned on NU.nl, AD.nl, and Lindanieuws.nl. The story received a lot of attention in newspapers as well, includingHet Parool,Metro andNoordhollands Dagblad, who each devoted a full-page article to the story, complete with a large photo.

Client
Case
ANWB Light Brigade
Category
Events, Films & content

As the closing event of the campaign, the agency, on behalf of the Light Brigade, organized the ANWB Bike Cinema, a ride-in cinema that admitted cyclists with properly functioning bike lights only.

In addition to the activations and the event, the message #LightsOn was communicated using online content. This content likewise centred on the Light Brigade. A cinematic trailer introduced the Light Brigade, and short video clips of the activation showed the Light Brigade in action.

Results

Online
Mentions on major Dutch websites
3
Full-page articles
In national and regional newspapers
3