More and more people in the Netherlands own a smartphone and make regular use of “apps” - even in while cycling in traffic. This, as you can imagine, is very risky. Twenty percent of all young people involved in a bicycle accident were using a smartphone at the time. This means hundreds of them are hurt like that every year. That's why we want to encourage young cyclists to ride more safely by not using their phone on their bike.

BikeMode was launched at a PR event at a high school. With journalists, bloggers and well-known ‘tweeps’ in attendance, several high-school students started using BikeMode.

The focus of the campaign executions were at a tactical level. Over the course of six weeks, targeted mobile banners, mobile Facebook ads and mobile YouTube prerolls we used to direct users to the Apple App Store and Google Play stores in one swipe.

During the campaign we continuously optimised both the mobile Facebook ads as well as the mobile YouTube ads.

The PR event and mobile campaign generated a lot of traffic towards both app stores. Within 10 weeks the BikeMode app was downloaded 55,961 times (23% above target). Since it’s launch 706,875 kilometres have been safely cycled in 1.7 million minutes in BikeMode.

Research conducted during and after the campaign shows a significant drop in the use of smartphones while cycling. 97% of BikeMode app users indicate that they now never (or rarely) us their smartphones on their bike. Before the campaign, this figure was 48%.