Bikertek Parts Shop
Highways England
Motorcyclists are a tough audience. Stereotypically, and sometimes fairly, portrayed as rebellious and hard to reach. Knowing this community would reject and screen out any overt safety message, we instead created an experience they would find irresistible: a pop-up parts shop, or so it seemed.
Brand experience
We lured riders into our shop. As they explored the parts, we revealed the truth. These weren’t for your bike. These were for your body. To repair broken bones from motorcycle accidents.
Every part of the experience was created to misdirect the audience, creating a fake brand, fake ads and fake packaging for the ‘biker parts’ throughout our pop up store
