COGOO Design & Branding TURNTABLE RIDER by Hakuhodo Tokyo

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TURNTABLE RIDER

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Industry Bicycles
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Director Yusuke Tanaka
Producer Yuma Kimura
Released April 2012

Credits & Description

Category: Offline Digital Design
Advertiser: RELATIONS
Product/Service: BICYCLE SHARING SERVICE
Agency: HAKUHODO
Creative Director/Copywriter: Kenta Ikoma (Hakuhodo)
Art Director/Designer: Junpei Fujita (Hakuhodo)
PR Planner: Kazuaki Matsui (Hakuhodo)
Producer: Yuma Kimura (Hakuhodo)
Director: Yusuke Tanaka (Caviar)
Cinematographer: Yusuke Oka (Hakuhodo)
Lighting Director: Jun Sakai
Assistant Director: Yuki Mondo (Mondo Film)
Assistant Director: Taichi Hirao (Hakuhodo)
Product Designer: Naofumi Yonetsuka (Haunted)
Sound Designer: DJ Baku (Pop Group)
Music Producer: Hiroki Sakaida (Pop Group)
Production Manager: Koya Aoyagi/Ryohei Kaku/Tomohiro Oguchi (Hakuhodo)
BMX Coordinator: Hiroshi Uehara (430)
BMX Rider: Kotaro Tanaka/Yuki Ito/Kaoru Maruya/Miyuki Desaki (430)
Interactive Designer: Toshiyuki Sugai (Semitransparent Design)
Offline Editor: Ryan McGuire (Cutter)
Online Editor: Yasuyuki Tomura (Red Hill)
Sound Mixer: Masayuki Oodaira (Red Hill)
Photographic Producer: Hisako Sudo (Hakuhodo)
Media placement: Product TURNTABLE RIDER - Campaign Site - 9 April, 2012
Media placement: Promotion Video - Campaing Site / Youtube - 9 April, 2012
Media placement: Original Music - ITunes Store - 15 April, 2012
Media placement: Live Event - KAIKOO POP FESTIVAL - 22 April, 2012
Media placement: TVCM - TVK - 26 April, 2012

Describe the brief from the client
'COGOO' is a bicycle sharing service targeting urban young people using the fun of sharing the latest technology. The brief from the client was to acquire a recognition of this new service among the young people. However, this new service was to be launched while the culture of bicycle sharing was not rooted at all in Japan.

Describe the challenges and key objectives
Our challenge was to fit COGOO into a new part of youth culture, by introducing the fun of bicycle sharing. But how could we introduce this abstract concept concretely with impact? And what would be a new method to catch on in their culture?

Describe how you arrived at the final design
We focused on the things young people enjoy sharing the most: music. And the shape of wheels inspired us. So we invented an epic bicycle accessory 'Turntable Rider', which converts a bicycle into a musical instrument. The 2 wheels become jog wheels.The handbrakes, become sound pads; mix and scratch at will. The design challenge lay in unifying the technique of BMX and DJing through interactive technology. Mixing 2 youth cultures, Turntable Rider transforms the COGOO bicycle into a vehicle of communication to urban youth, leveraging the fun of bicycle sharing. The groove of COGOO was widely shared all over the world.

Give some indication of how successful the outcome was in the market
Turntable Rider has created a new playground, where young people share new music, new sporting activities, and a new culture.

・Over 500,000 views on YouTube in 2 weeks.
・80,000 participants experienced COGOO through the music events.
・The brand got $3m dollars worth of free publicity.
・The brand has been mentioned on over 800,000 blogs.
・The brand recognition rose up to 90% from 0% in the areas where it was introduced.
・The number of new subscribers to COGOO achieved 400% of the original forecast.

Turntable Rider will now be mass produced for the public to buy, in Spring 2013.