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Motorbikes account for just 1% of vehicles on British roads, yet 20% of all serious injuries and fatalities happen to motorcyclists.

This shocking truth needed to change, but how could an authority like Highways England step into this diverse community of thrill-seekers and risk-takers and genuinely convince them to ride safer? By delivering the message via the community itself.

To do this, we partnered with Adam&EveDDB and created BikerTek - a pop-up parts shop with a difference that took motorcyclists up and down the country on a journey of discovery and self-reflection.




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Performance parts for bikers

Popping up at bike shows, riders were invited to step into our pop-up store and explore the wide range of precision-engineered parts.

Our Bikertek shop toured 13 biker-centric locations and events and engaged over 2,600 motorcyclists with our shocking ‘penny-drop moment’, where staff revealed the reality that the bike parts they were enquiring about were actually ‘body parts’ - the high-tech parts needed to rebuild your body if you were involved in a motorcycle road accident. The staff onsite could each speak to that reality, because each of them too owned those parts, having experienced serious motorcycle accidents.

Results

  • Activated at 13 different biker events and locations over 17 days
  • Engaged 2600+ motorcyclists with our BikerTek ambassadors (against our 2000 target)
  • Headline story on BBC South East News (both TV and radio broadcast)
  • 54% of people requested further information on the Advance Riding Course