BACKGROUND

In The Netherlands the main way of transportation is the bike. It's how teenagers go to school. But over 75 percent of teenagers use their phone on their bike. Focusgroups with teenagers show that they don't see the danger of using their phone on the bike, while data shows that distraction by smartphones is the biggest cause of accidents. Moreover, behavior in traffic on bikes is copied to behavior in cars when teens grow adult. So there's a need to change attitude and behavior.

BRIEF

How do you reach teenagers who are addicted to their phone, specifically 14-17 yrs old, as they are the high risk group. And to take it a step further, how can we make them embrace a message about safety instead of reject it.

GOALS

The goal was to spark massive (social) conversation within teenagers about the risks of using your smartphone on the bike.

To reach teenagers and parents, we created an emotional story that's recognizable for both: a first big love with all its thrills. But in this case with a sudden unhappy end, similar to reality that accidents always come out of nowhere with often terrible consequences.

This story is told in a track and a music video by one of the most popular Dutch hiphop artists and influencer, who is able to authentically carry this message. The story is based on real personal stories as research shows that stories from peers of the same age are effective to get teenagers' attention. Those background stories are covered in a documentary.

Finally, we introduce an app to help young cyclists to use their smartphone in a safe way: PhoNo. The previous app by Interpolis for smartphones and car safety, showed users make 20% less damage claims than non-users in the same risk profile.

Research by research company TeamAlert, assigned by Interpolis, showed us:

- Teenagers (14-17 years old) are not sensitive for facts

- Teenagers are sensitive for stories from their peers. That makes it real.

- YouTube and Instagram are best for safety messaging to reach teenagers

- Collaborations with influencers are only effective when it's truly spot on. Teenagers are critical towards collaborations with brands.

- To change behavior, it's crucial to also reach parents as conversation between teenagers and their parents is key driver for behavior.

So, the issue should come to life from within the teenagers culture, especially earned through YouTube and Instagram. The most embraced culture with teenagers is Dutch hip hop, with artists as hero's they listen to. But it should also touch parents and create a common ground to spark. So we also need to get earned attention from national media who reach teenagers' parents.

We searched for an artist who could tell this serious message authentically. That led us to rising star Snelle.

Snelle asked his social following for real stories of accidents caused by smartphones, generating over 500 reactions. We selected 10 teenagers for a round-table discussion with Snelle and our film director. This gave them the inspiration to write the track and script together. We captured the whole process in a mini-documentary.

After teasing on Instagram, we launched the music film on Snelle's YouTube channel, the track on Spotify, mini-documentary on the Interpolis YouTube channel, and organized an event where press, fans and industry professionals where invited.

Finally, while the issue and artist are hot, Interpolis activated teenagers to try the app and participate in a challenge. The users who rides the most kilometres using the app, win a classroom concert by Snelle.

It created massive impact, both on teenagers and parents.

The video immediately was trending #1 on YouTube (+8 million organic views) with massive social conversation.

The track became #1 in all Dutch charts with platinum record. For weeks, all national radio stations couldn't stop talking about the track its message and Interpolis as initiator.

Campaign coverage on all Dutch TV-shows and news programs, online and printed media, both teenage and adult media. Reach 126.171.394 with media-value: €869.026.

End February, the app was already downloaded over 21.000 times, massive for the relatively small group of teenagers between 14-17 yrs. Goal was 10.000 in Q1.

Research (DVJ Insights) on campaign effects shows:

- Over 50% of all Dutch teenagers (14-17 yrs) saw the campaign

- 50% of teenagers who saw the campaign promised not to use their phone on bike ever again (!)

- Top-of-mind awareness Interpolis doubled from 5% to 11%