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BikerTek

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.

BikerTek was recently named 'Bravest Campaign' at the Campaign Experience Awards, and was also recognised as best in class in this year's 'Experiences for Good' and 'Outstanding Creative Idea'.

The Challenge

Motorcyclists face a 63-times higher risk of being killed or seriously injured on the roads than car drivers. Highways England tasked us with creating and experience that encouraged motorcyclists to recognise the consequences of reckless riding. Making them consider their actions, causing them to ride with a safer mind-set.

The Insight

However, after years of patronising safety campaigns and being told to ‘kill your speed’, the message was falling on deaf ears. We needed an experience that offered motorcyclists more than an insightful reflection of driving dangerously. We needed them to see, feel and touch the reality of the danger.

The Results

13
biker events and location over 17 days
2,600+
engagement rate
1,400
shares on social media
Lead
story on BBC South East News (both TV and Radio)

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