Transport For London: Do the test
Tasked with seeding a video created by our partners at WCRS to an online audience with the aim of improving road safety in London, we utilised a variety of social media channels & targeted both niche & general interest communities, turning the video into a viral phenomenon. With over 4.4 million views after the first fortnight (against a target of 100,000) the video has now been viewed more than 8 million times as well as winning 4 major awards, including the IMA for Best Use of Viral Marketing & a Cannes Lion.
Tracking data shows that 22% of all cyclists & motorists in London had seen the video, with half saying that they will take more care as a result of seeing it. We don’t know however how many actually saw the moonwalking bear.
