Let’s get it right! Punk rap teaches safety for new generation of riders.
In 2019 we launched the “Ride Like Voila” campaign, with the world's first traffic school for e-scooters to position Voi as the responsible player. For the next campaign, we set out to challenge some of the most common mistakes made by e-scooter users. Research shows the typical e-scooter user, city youngsters in their early twenties, tend to get driving licenses to a lesser extent than older generations did at the same age. The consequence is a knowledge gap about traffic rules.
Voi targets a young, urban target group that is not interested in listening to messages about safety. However, they are interested and open to brands that communicate in a way that appeals to them. The campaign communicates the message that fewer cars and more micromobility lead to greener cities. And together, if we all ride safely, we can get there. In the campaign “Let's get it right” punky low-fi meets modern technology in a world that becomes greener and greener the more right and traffic-safe the protagonist acts. The campaign was spread across video-on-demand (VOD), display, social, and out-of-home (OOH) sites across more than 80 European cities Voi operates.