Cannes Lions

RADIO BIKE LANE

DDB GROUP SINGAPORE, Singapore / MEDIACORP RADIO / 2014

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Overview

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Credits

Overview

Description

The Radio Bike Lane is a virtual safe space around a cyclist that is created with radio waves. Using a low-cost FM transmitter by MediaCorp, a cyclist can generate this lane of radio waves. When a driver cuts into the radio wave lane and gets too close to the cyclist, the driver will be alerted of the danger through the car radio. This happens because the radio waves generated are tuned to bypass all 13 MediaCorp Radio Stations by proximity, allowing the FM transmitter to airjack car radios to transmit a safety message.

Execution

MediaCorp launched the Radio Bike Lane in partnership with the biggest cycling association in Singapore, LoveCyclingSg. As part of the joint effort to promote safer roads, Bike Lane transmitters were given out free to association members and MediaCorp radio listeners – making roads safer than before, and radio more relevant than ever. With Radio Bike Lane, now MediaCorp and all its stations no longer just inform and entertain Singaporeans on the road, it makes the road safer for all too.

Outcome

Radio Bike Lane was launched in partnership with Singapore’s largest cycling association. Initial user feedback indicated that 68% of cyclists feel safer using the Radio Bike Lane. These users have also noted a 34% increase in drivers giving them a wider berth on the roads. After only 2 months of public release, it is too early to conclude Radio Bike Lane’s impact on reducing traffic accidents involving cyclists.

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