The bicycle is a typical Dutch transportation method. We even have a quality mark for bicycle lighting! This was established by “RAI Vereniging”. This association represents the interests of manufacturers and importers of cars, motorcycles, bicycles and other vehicles. The intention of the label is to point out to consumers that high-quality bicycle lighting is available. Currently there is a low awareness of the quality mark.
That’s why vandenbusken came up with the concept ‘Kijk verder!’ (Look further!) for RAI Vereniging. Literally: look further in the dark with good bicycle lighting. Deeper message: think better before buying bicycle lighting, there’s a difference in quality.
For this campaign we created a website and a Facebook campaign, which will launch in October.