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Smart Bell

basics
Industry: Financial & Legal services
Media:Promotion & Event
Market:Poland
Style: Minimalism
descriptioncnen
Outcome

The smart bell was launched at the biggest Polish bike show – Warsaw Bike Expo on April, 2017 and immediately received great reception from bikers, with requests for information coming on average every 45 seconds already in the first 72 hours. Smart bell was handed out to Warsaw cyclists and since over 1000 cyclist already tested the smart bell we gathered feedback for further development which will focus on auto-recognition of the frequencies to enable operation in any location. Availability of the technology used allows cost-effective mass production. Given the smart bell’s life-saving potential and the fact that it can work with any car, without additional integration needed, AXA is planning to expand its production to make it available for every cyclist in the Country, as an unique add-on to AXA insurance – to immediately protect bikers on the road from accidents that don’t need to happen.
CampaignDescription

The cyclists sharing roads with cars face new dangers: bicycles are silent, which makes them hardly noticeable on the road. While new technology every year bring numerous innovations in cars’ safety systems, not to mention soundproof windows and better entertainment systems for drivers, cyclist can still rely only on a regular bicycle bell, which is not enough to attract driver’s attention in new environment – noisy cities and drivers distracted by their radios and MP3. We decided to use the technology that distracts drivers, to make cyclist finally audible and immediately noticeable. The same car audio systems that keeps the driver attention away from what is happening on the road was used to transmit the bicycle bell signal from approaching bicycle trough the car radio speakers. As almost every car is equipped in car radio, using FM transmission was instantly ensuring the appropriate scale and functionality of the solution.
Synopsis

AXA, launching its bicycle insurance, wanted to reach a new target group – urban commuters – who more and more often choose bicycles over cars. This results in 1.000.000 new bikes every year and 5.000.000 cyclists every day on Polish roads. As the road infrastructure is not adapted to this trend, cyclist share the same roads with cars, creating new dangers for both themselves and the drivers. AXA wanted to raise awareness of this new condition and redefine standards of cyclists’ safety. The biggest challenge was to make cyclists reconsider their own safety on the road, when the bike insurance is not compulsory. Thus, AXA decided to redefine safety standard for cyclist. The challenge was to find a solution that could immediately rise the safety standards on shared roads, for both cars and cyclists, without massive investment in road infrastructure and adaptable to many types of cars and bikes.
Execution

The smart bell is a new type of bicycle bell, that along with regular bell sound, uses radio frequencies to transmit the bell signal through the car radios within up to 5-meter radius. Smart bell works also as a rear light, that when triggered, turns into transmitter to disrupt selected frequencies, making the bell sound clearly audible in cars nearby. Smart bell uses RDS TA protocol to set radios nearby to receive the signal even if MP3, CD or AUX is on. Smart bell uses transmitters with a programmable steering module which can be set to work on different frequencies. Smart bell is connected to transmitter by a wire cable, working also as the antenna to guarantee enough radius with 50 nW e.r.p. power limit set by UE laws for personal FM transmitters. The smart bell was produced in a pilot series to be tested in the street of Warsaw.
Relevancy

Because it’s truly lifesaving, people relevant and brand purposeful innovation. To promote its first bike insurance, AXA created a new way to immediately protect cyclists on the roads: a bicycle bell that uses the existing FM broadcasting technology with Radio Data System to transmit, along with its regular sound, the bell’s signal through car radios nearby. It’s the first bicycle bell that makes the most quiet and vulnerable road users finally audible on shared roads.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Other credit:Agency Producer, Robert Wawszczyk, FCB Warsaw
Constructor, Szymon Peplinski, Generatywnie
Production Designer, Adrian Dutkowski, Made By Hype
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Innovation
Applied Innovation
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