A shocking viral film produced by ST16 Ltd. For Thames Valley Safer Roads Partnership has become a huge online success worldwide while still managing to effectively reach a national audience. The film which takes the guise of a live German news report, introduces a revolutionary new ‘crashproof’ motorbike which warns the rider of potential hazards so they can take evasive action, ensuring the riders safety.

The video was created to generate awareness of the many motorcycle collisions that are so easily avoidable and caused by simple mistakes that ultimately cost lives. The key demographic was men in their mid 30’s to early 40’s.  Craig McAlpine from TVSRP “there is a very high number of road casualties for this demographic and we wanted to remind them how important rider skills are and to get some extra training”. 

The film was initially released to raise awareness of the issue and generate discussion. The film has received over 4 million hits and been featured on countless forums around the world, with hundreds of discussions on the key message of the film; that it doesn’t matter how good your bike is, a well trained rider is paramount.

The analytics show the film has reached men of the right age with a large proportion in the UK. They also show how engaging the film has been, with audience retention much higher than average. 

Craig McAlpine, TVSRP “The excitement on the forums show we have reached our audience and it has provoked a passionate response, we hope this will encourage more people to get some extra training to make them safer on our roads.”

The latest release of the film which includes a hyperlink allowing riders to register their interest in training over the UK has just gone live. A video response featuring the rider in the film (who many people have expressed concern for) has been posted as a video response to the viral.

Creative Director Simon Crofts said “We worked hard to develop a creative that would effectively target the audience on its own. We managed to reach riders all over the UK because they really wanted to watch this film and then discuss it”.

“Successful viral film usually takes a scattergun approach, reaching anyone and everyone all over the world, we wanted to see if we could target a film without paying for targeted advertising. It worked!” Producer, Sarah Sheeran

For more information about rider training and to see the film please visit www.saferrider.org/training or just search for ‘crashproof motorbike’ online.