AMV BBDO has created a new campaign ‘Moped Theft 2.0’ for the Metropolitan Police Service, which went live online today and will run for 3 weeks.
The follow up to ‘Easy Bait’, ‘Moped Theft 2.0’ aims to encourage moped riders to take ownership of the security of their bike using the recommended three pieces of security – Lock, Chain and Cover.
This empowers them to do so, in turn making their vehicles safer from scooter thieves.
The online video sees our hero rider locking up his bike. Each time he adds a piece of security, it becomes increasingly invisible, until completely so. As a result, the thieves cannot see the bike, re-enforcing the importance of three pieces of security. As our hero parks up his bike, three potential scooter thieves circle around the corner. With the front-lock in place, the scooter starts to vanish and as he puts the back chain on, the scooter vanishes even further. Finally, we see him apply his cover, before the scooter vanishes completely. As they pass the bike again, our hero walks off, and they look across at the empty bay, riding on.
The film forms part of #BeSafe, the Met Police’s ongoing crime prevention campaign that aims to motivate, empower and mobilise Londoners to take steps to protect themselves and their property from crime. #BeSafe aims to inspire Londoners to take small crime prevention steps to protect themselves and their property, while officers continue to work hard to disrupt and arrest the criminals.
The campaign is supported by a range of online and OOH media formats, encompassing social media, digital advertising and stencilling in parking bays to raise awareness of the risks and what riders can do to make their bikes less attractive to steal.
Creative Agency: AMV BBDO
Copywriter: Alan Foster
Art Director: Brett James
Planner: Michael Case
Business Affairs: Cate Killeen
Agency Production: Kieran Sadler
Account Management: Tom Shattock, Flo Prevezer, Ethan Meade