We designed the Blind Spot Helmet, a helmet for cyclists around the city that uses Ford Edge’s Blind Spot Technology to notify them before they find themselves in a dangerous situation, making roads safer for everyone.

Engineers, designers and tech experts helped us create a helmet for cyclists using the same security system built in the new Ford Edge. This device detected vehicles hidden in blind spots and alerted the cyclist from which way danger was coming, through light and vibration signals. Ford gave away the helmets to regular cyclists and influencers; which tried it out and created branded content on social media, generating positive conversation around the brand’s safety technology for mobility.

This generated 500% more interaction with the brand within social media with the #BetterWorldPlan hashtag which served as a forum to discuss urban safety. And 62% more visits to the Ford Edge site, making the brand a synonym for safety on the streets. And to make things even better, the campaign reached an all-time high awareness and purchase consideration levels of the vehicle to date, according to the Brand Equity and Awareness Tracking study.