Giro's Motoryzed Coupon was a flyer campaign where the key message was given to cyclers to promote the use of helmets when riding. 1000 Flyers/discount coupons were left on bicycles parked in public places.

Cycling accidents are a big problem in Guatemala City and current regulation does not force cyclers to wear a helmet. We decided to create awareness among cyclers of the importance of wearing a helmet by turning 1,000 bikes into motorcycles using and old kid´s trick: a cardboard coupon that when attached to the bicycle´s rear tire, turned into a rattle that sounds just like a motorcycle. Giro´s Motorized Coupon delivered a clear and direct message: “When in a accident, your bicycle can be just like a motorcycle. Wear a helmet. Present this coupon and save 10%”. The campaign was implemented in public bicycle parking in Guatemala City during one month.

Our activation allowed us to use a direct medium to create awareness among more than 1,000 cyclers about the speeds they can reach when hit by a motorized vehicle and how riding a bike without a helmet can be as dangerous as when riding a motorcycle. With a 27% coupon redemption, we caused a change in attitude that resulted in a 25% increase in sales for Giro's bicycle helmets. Most importantly, by bringing cyclers back to their childhood, we gave them an option for a much safer future.