Bolt “School of Unviolators”

Not so long ago, electric scooters on the roads were perceived as unusual as a flying car from a science fiction movie of the 90s. Something strange, but with interesting functionality. However, times are changing, and today scooters are as much a part of road traffic as traffic lights! But, as is the case with cars that people have been driving for a long time, people periodically break the rules and face unpleasant consequences.
One of Bolt's core values is user safety. So the world-famous Bolt brand turned to the most mid creative agency idealer$ to conduct an important communication campaign and educate drivers about road safety. And we, who love nothing more than riding scooters and developing events, knew right away that everything would go off without a hitch!

Insight
During in-depth interviews, our strategists found that despite the active participation of Bolt scooters on the roads, they are still not perceived as a serious form of transport and the rules of conduct are ignored. One of the reasons is that no one has ever taught people how to ride a scooter. When you get your driver's license at a driving school, you devote time, attention, and effort to the process, and you know what dangers you may face if you break the rules. So we decided to take the proven path and create our own Bolt scooter school!

School for law-abiding citizens

Our scooter school aimed to provide knowledge about the proper use of our vehicles and encourage people to follow the instructions. That's how the “School for Law-Abiding Citizens” came about. It is a full-fledged location with designated areas that correspond to the stages of training in a real driving school. There was a section with master classes, exams, recreation, a parking area, and even an additional area for crash tests!
However, a cool event without proper decoration is like a concert without music. That's why we worked out every little detail.

We didn't stop there and also created responsible merchandise. Why responsible? Because a helmet and a scooter first aid kit are no joke.
Upon successful completion of the theoretical and practical parts of the test, students were issued a special Bolt scooter driver's license. The plastic licenses were issued on the spot — a mini printer works wonders.

Humanity instead of lectures
When we started thinking about ways to promote our initiative, we decided to move away from intrusive warnings such as “if you ride drunk, you will damage your arm/leg/head, etc.” Who among us hasn't been annoyed by unsolicited advice?
Bolt provides a way to make getting around easier, so we needed to develop this story. Our team developed three videos, “In Development,” related to the most common violations. The emphasis was not on condemning violators, but on the sincere empathy of the company's employees. They know what you want, and they want you to be able to do it just as much as you do. But while the update is in development, we gently asked everyone to follow the current rules for safe riding.