We Influenced the target group’s unconscious behavior by having them respond to their relevant desires: filming their own fireworks. We created a special mobile video app – the BIEM app - that let them do just that. By using our video app, our target group - unbeknownst to them - kept themselves safe by using their mobile phones for their own protection.

We developed a mobile video app that replaces the sound of a fireworks explosion with a special ‘Biem’ sound effect. Videos were ‘Biemified’ only when filmed from the instructed safe distance. Why Biem? On national TV a news reporter asked a guy about a gas explosion in his street, he described the sound of the explosion as ‘Biem’ instead of ‘Boom’. The very next day Dutch kids (our target group) turned him into a meme. Together with ‘Mr. Biem’ we launched the BIEM app on ‘Dumpert’, the leading Dutch online video site for our target group, giving our campaign instead street credibility.

Results within 5 days:

- National TV News Coverage

- 2.090.244 video plays

- 50.135 app downloads

- #2 most popular app in the Google Play Store

- 120.021 'biemified' videos

But even more important; our target audience was lighting fireworks from a safe distance without even realizing it by using their own mobile phones for their own protection.