When Dutch bike company Vanmoof started shipping orders, they soon found upwards of 25% of their products were being damaged during delivery.

For a startup company selling a $3,000 electrified bike, the unexpected costs were threatening to cripple the young upstart.

That’s when the company’s founders came up with an ingenious solution: put a photo of a TV on the packaging and hope the couriers would treat the packages more delicately.

According to the company, it worked! And damages due to shipping have plummeted 80% ever since (even after being outed on social media, damage has remained low). For more info on the actual bikes, check out their official site.

[via CNN]