How can the Dutch government achieve a behavioral change amongst young Dutch men (16-24 yrs) when it comes to lighting fireworks safely around New Years Eve?
How do you keep young Dutch men (16-24 yrs) at a safe distance while lighting fireworks around NYE when they don’t care about rules and regulations (especially when those rules come from the Dutch Government)?
To keep our target group (consisting of 747.000 Dutch young men) at a safe distance while they’re lighting fireworks, we’re making them use the one thing they love most; their mobile phone.
To encourage them to use their mobile phones even more around NYE, we developed a video app that replaces the sound of a firework explosion with a special ‘Biem’ sound effect. Videos were ‘Biemified’ when filmed from the instructed safe distance. Why Biem? When a newsreporter asked a guy about a gas explosion in his street, he described the sound of the explosion with ‘Biem’ instead of ‘Boom’. Turning him into an overnight online cult hero. Together with ‘Mr. Biem’ we launched the BIEM app on ‘Dumpert’, the leading Dutch online video platform for our target group, giving our campaign instead street credibility.