client take-away econcept development Client: ibikecph 2. semester - Team 3 - Group 2 Dato 25.11 2011 - Project 2 Jacob Wulff. Besir Redzepi. Sidse Baunsgaard. Jesper Rasmussen. Mette Nymark.
Client goal I bike CPH has three goals which is: To increase the percentage of people who choose to cycle from 35% in 2010 to 50% in 2015 To decrease the number of serious bike injuries with 50% within 2015 To increase the sense of safety among cyclists from 67% in 2010 to 80% in 2015 Problem formulation Identify and understand the people who chooses to cycle and also people who choose not to cycle Identify the factors that makes cyclists feel safe/ unsafe in traffic Identify and understand the challenges relating to increasing the number of cyclists I m too heavy to ride. The wheel breaks too easily traffic to Facebook 4 Problem Area Copenhagen was the first city in the world to be awarded with the UCI (Union Cycliste Internationale) bike city label. Copenhagen has a fantastic brand as one of the most cycling friendly cities in the world and therefore commits to constantly meet the needs of cyclists in Copenhagen, in order for them to keep their top position. On behalf of that Københavns Kommune have made an organization called I bike CPH. The organization is interacting with cyclists in Copenhagen, to get new ideas for projects that could improve the cyclists life on the road. To become the best cycling city in the world, as a part of Københavns Kommune s cycling strategy, I bike CPH is facing some problems such as the condition of the roads and cycling tracks, bad weather, safety etc. and because these problems influence peoples decision on whether to choose to cycle or not, I bike CPH need to take these problems into consideration and come up with solutions which can make people choose to cycle. Summary of concept desciption As concluded in the insight document, I bike CPH has great and innovative projects for cyclists in Copenhagen, but only 8 out of 10 people knows about I bike CPH. In order for I bike CPH to achieve their goals of increasing the number of cyclists in Copenhagen, they need to have a large communication platform, from which they can communicate directly with both cyclists and non-cyclists. By having this, I bike CPH can spread their messages widely and get instant feedback. We have come up with a solution which we propose can help I bike CPH to achieve this. Our solution cover these three bullets: Use I bike CPH s Facebook page as their primary communication platform Two different video campaigns, which could go viral, will generate traffic to the Facebook page Different on-going initiatives to engage people and encourage them to interact on Facebook The video Everybody bikes CPH is intended to be a part of a campaign called Everybody bikes CPH - How do you bike CPH?, which includes three different videos. The first video from the campaign is the Burka on BMX video. We chose to make the video with a person dressed in burka doing cool tricks on a BMX in the streets of Copenhagen. The idea with the following two videos is to have other types biking in the city. The guideline for every video is that it has to be short and simple and it has to provoke feelings within the viewer, whether it is humor or outrage. Easier than bus cheaper than car traffic to Facebook 4 1
With these campaign videos the viewers are encouraged to share their own videos of how they bike CPH on I bike CPH s Facebook page. The first video will be posted in public during this report, so that we can get as much feedback as possible and hopefully end up with a successful result. The We love you because you bike video is an idea of keeping people interested in I bike CPH and their Facebook page by spreading good karma and decorating a random persons bike with a Christmas theme while the person shops. When the person returns to the bike there will be a message saying We love you because you bike. This could be an ongoing event. Now it is winter and soon Christmas, therefore we chose the Christmas theme, but it could also be an Easter theme, summer theme etc.. By doing this we propose that I bike CPH can keep people engaged and get them to interact on their Facebook page. Hopefully the two campaigns will generate publicity and ultimately a lot of traffic to I bike CPH s Facebook page, and the We love you because you bike campaign will hopefully also encourage people to keep liking I bike CPH s Facebook page, because it is essential for I bike CPH to keep their members and one way to do it is to keep developing new ides for engaging people on Facebook. Burka on BMX: http://www.youtube.com/watch?v=ud5fddq-vsw&feature=feedlik We love you because you bike: http://vimeo.com/32624954 2
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Facebook sharing Blogs Denmark 4
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Contact information Jesper Rasmussen jprdk3@gmail.com Besir Redzepi besir.redzepi@gmail.com Mette Nymark mettenymark@gmail.com Sidse Baunsgaard sidsebm@gmail.com Jacob Wulff mrjbwulff@gmail.com 6