Spikes Asia

The Riderless Bike

HAVAS AUSTRALIA, Sydney / STEVE WAUGH FOUNDATION / 2017

Awards:

1 Silver Spikes Asia
4 Bronze Spikes Asia
2 Shortlisted Spikes Asia
Presentation Image
Case Film
Case Film

Overview

Entries

Credits

Overview

Background

Every year, the Steve Waugh Foundation conducts a 6-day cycle through NSW, Australia known as The Captain’s Ride. It exists to raises money for the 400,000 Australian children affected by Rare Diseases. Steve Waugh and 60 fellow riders travel more than 700km, battling through the struggle those children with Rare Diseases face every day. The trouble is, the children with Rare Diseases were unable to take part in the ride. Our brief was to come up with an idea that not only raised awareness for the Steve Waugh Foundation and the Captain’s Ride, but also incorporated some form of donation mechanic for the campaign. Essentially we wanted to highlight the plight of children with Rare Diseases, raise $800,000 + for the foundation and generate 150 pieces of media.

Execution

The Riderless Bike launched with a teaser video two weeks before the ride, generating unprecedented awareness and enthusiasm across Australia. Leaving Goulburn, NSW on the 29th October, setting out on the 700km journey through NSW before arriving in Mt Kosciuszko on the 3rd November 2016. The Riderless Bike used an infrared tracking beacon to follow the last rider in the peloton, adjusting its speed and direction as the peloton moved along the road. Children and members of the public could experience the ride for themselves through a 360 camera that was relayed live to the website and to the Steve Waugh Foundation Facebook page. People were encouraged to sponsor the ride online, and they were notified as the bike passed through their area. It helped raise more than $1 million in donations, but most importantly, it helped make people aware of the thousands of children in Australia affected by Rare

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2017, STEVE WAUGH FOUNDATION

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