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 the 'Experiences for Good' and 'Outstanding Creative Idea' categories.
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.
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.
We shocked bikers into cutting their speed with a pop-up motorcycle parts shop with a difference. Braving fun-filled gatherings, we lured riders into our shop. As they explored the parts, we revealed the truth. These weren’t for your bike. These were for your body. To repair broken bones from motorcycle accidents.