Bangladesh has a problem with bicycle theft. Cyclists do not have proper places to park their parks and makeshift locks are common that can be easily cut-off. Moreover cycles do not have registration number and tracking it down is nearly impossible! HMBR, a reputed hardware retail store, wanted to utilize this opportunity to introduce their combination lock with 100,000 combinations especially made for cycles.
Bangladesh has a problem with bicycle theft. Cyclists do not have proper places to park their cycles and makeshift locks are easily to break. Moreover cycles do not have registration number and tracking it down is nearly impossible! HMBR, a reputed hardware retail store, wanted to utilize this opportunity to introduce their combination lock especially made for cycles. The objective of the campaign was to introduce the HMBR combination lock as the most reliable lock brand, generate word of mouth among the cyclist community and increase sales by 80%.
The product was solid enough with its 100,000 combinations and we needed to transfer this confidence of product among the potential customers. So, the creative solution needed to portray the strength of the product i.e. it’s impossible to break the lock due to its 100,000 combinations.
The combinations create a puzzle that is impossible to crack. Hence the solution – impossipuzzle. We created an active campaign to make people experience what we meant by impossipuzzle. So, we placed six large interactive light boxes at high traffic areas in Dhaka. The outdoor interactive installations had a puzzle of a bicycle image with the message ‘More than 99,999 combinations’. People, passing by the installations, saw it and got curious. Naturally they started to solve the puzzle. No matter how hard they tried, the puzzle remained unsolved. The message was that the lock makes it impossible to crack and steal a cycle, just like the puzzle.
The campaign met almost all the results desired. Almost 200 people tried to solve the puzzles, almost all the cyclists’ community now know about the brand and the sales was increased by 110%, more than the target we had
- 200 peopleparticipated
- Saleswas increased by 110%
- Print Bronze