Imagine a hip young woman in her 20’s on her way to an opening night at the newest club when all of a sudden she looks down and notices that her tights have ripped.

Women know this feeling well. Tights often rip, clothing stores are closed and you have to spend your whole night out with ripped tights or no tights at all, which isn’t pleasant in a Swedish winter!

To make Pierre Robert the “tights on the weekend” hero, we decided to lend a helping hand and turn these emergency situations around. We had one mission…ripped tights shouldn’t ruin your night.

One more problem, this campaign needed to take place when a pair of tights have ripped. It needed to be in real time!

#BikeMyTights began.

Need tights quick? Pierre Robert to the rescue!

With her smartphone our fashionable young woman could now take a snap and post it on Instagram under #BikeMyTights.

GPS tracking alerts a bike messenger and within minutes she has brand new tights.

Three weekends in a row, caped bikemytights messengers delivered tights to Women In Need all over Stockholm and their friends.

To parties, dinners, offices, apartments, street corners, and night clubs.

To make waiting for delivery interactive the whole campaign ran on a dedicated mobile site. Via GoPro, Periscope (a first ever in the Nordics), and GPS, women (and some men!) were able to track, see, and speak to the bike messenger. The site also had a live story board, displaying hashtagged photos—one column displaying ‘people in need’ and one ‘people rescued.

To convey ‘coolness’ for the campaign and the brand, influential Instagram fashion bloggers were recruited as promoters.

Mission accomplished! It was a seamless merge of a fun offline event and an immersive mobile experience.

Pierre Robert showed their tights to be both top quality and convenient.

#BikeMyTights proved to be a fun and innovative way to drive trial and change perceptions.

We smashed KPIs for trial by 30%. Women all over Stockholm tried the products and core values for Pierre Robert were demonstrated in a fun and innovative way. 44% of participants have recommended Pierre Robert to family and friends.

Women were “rescued” and onlookers (offline and on) were part of the fun. Perception of Pierre Robert as a ”creative brand” increased by 30% after the campaign.

Consideration increased by 75% in interest of buying tights from Pierre Robert.

The perception of Pierre Robert's core value of “convenience” increased by 60%.