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Digital Bicycle Bell Wins Prestigious Award At Advertising Week

Press Release   •   Sep 30, 2016 10:07 SGT

Mynewsdesk and Hövding’s 2016 campaign “Give A Beep” has won the D&AD Impact Award for Creativity That Contributes To A Better World.

Mynewsdesk - the digital PR platform providers - challenged a customer to reach 100 million people through effective storytelling. Hövding was the chosen customer for the campaign.

Together with Edelman Deportivo, Mynewsdesk and Hövding will take home the prize for the campaign “Give a Beep” in which they reinvented the classic bicycle bell. For the purpose of the campaign, the digital bell was used to instantly email the Mayor of London whenever cyclists saw any near or actual accidents on London’s roads, while showing the exact location on an interactive map.

The campaign has since been requested by several cities and is now being used by London's Roads Administration to build a more responsive relationship with the city’s cyclists and address the hazardous spots in the city.

"Give a beep has, through creativity and innovation, been able to involve all stakeholders in London’s cycling community. Today, the campaign is used by the mayor’s office, the cyclists themselves and their interest groups to improve the long- and short-term situation" says Hermes Holm, Public Affairs Manager at Edelman Deportivo.

In striving to showcase the power of their PR platform, Mynewsdesk put their credibility on the line when they took over the controls of Hövdings newsroom, promising to reach 100 million people with the campaign. But not only did Give A Beep reach over 100 million people, traffic to Hövding’s newsroom also increased by 279% during the campaign and the response from cyclists around the globe has been enormous.

Despite Hövding having relatively limited resources, the campaign demonstrates that the key to successful communication is to tell stories in the right way, to the right people and at the right time.

“One of Mynewsdesk’s core values is to release the full power of stories to inspire and spark positive change - and Give a Beep has done just that. The 100 Million Reach Challenge is the most daring campaign we've ever done” says Sofia Juhlin, Head of Global Marketing Communications & Brand at Mynewsdesk.

“What Give A Beep has proved is that there is nothing stopping companies from reaching out to a wider audience whilst retaining strong relationships with people”, added Sofia Juhlin.


This is the second consecutive year that Mynewsdesk has won a prestigious award for its innovative B2B campaigns. In 2015 they won two awards at the Spin Awards in Stockholm.

Contact info

Sofia Juhlin, Head of Global Marketing Communications & Brands: sofia.juhlin@newsdesk.se

Kate Parker, UK Marketing Manager: kate.parker@mynewsdesk.com

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About Mynewsdesk
Mynewsdesk is the world’s leading all-in-one brand newsroom and multimedia PR platform. Over 5,000 brands as diverse as Panasonic, PwC, Yamaha, Accor, Changi Airport, SG50, Black & Decker, Costa Coffee and SMRT use their Mynewsdesk newsrooms to publish and distribute their content, achieve greater visibility across search and social media, connect with key influencers, and tell their stories.

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