VanMoof is a growing bike maker based in Amsterdam - but is has a problem: Shipping. Relying on postal services to deliver bikes ended up delivering damaged goods, as the packages weren't being delivered with the care that the company needed.
"No matter who was doing the shipping, too many of our bikes arrived looking like they’d been through a metal-munching combine harvester", writes Creative Director Bex Rad on the company blog.
It appears though that the company came up with an utterly genius solution - one which was recently spotted on Twitter:
— Jason Gay (@jasongay) September 4, 2016
Yep, the company figures that by printing a picture of a TV on the box, delivery drivers would be more careful - as it would imply the goods within are more delicate. And apparently it worked too. Brilliant.
"Just like that, shipping damage to our bikes dropped by 70–80%", Rad says.
What a brilliant idea - and a great example of a psychological "nudge" that can be used to great effect. As Rad says, "Just don’t tell FedEx."