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.

To keep Dutch kids (16-24) at a safe distance while lighting fireworks around New Years Eve we teamed up Mr. Biem - a guy who kids had just turned into a massive internet meme - and media partner Dumpert.nl - the leading Dutch online video site for our target group. Together we launched the Biem app, an app that replaced the sounds of fireworks with a special 'Biem' sound effect. By teaming up with these partners we earned a lot of free national and international media as well as prime time TV news coverage.

To be relevant to our target group we focused our efforts on the thing they love the most, their mobile phones. In fact, 95% of all males between age 16-24 own a mobile phone. Due to this, we decided to focus our idea on the second most used function on their mobile phone, the camera. We launched the BIEM app on ‘Dumpert’, the leading Dutch online video site for our target group, giving our app and campaign instead street credibility.

How do you keep Dutch kids (16-24) at a safe distance while lighting fireworks around New Years Eve? This target group doesn’t care about rules and regulations when it comes to lighting fireworks, especially when these rules come from the Dutch Government.