TOKYO ZOO PROJECT by Frontage for Sony

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TOKYO ZOO PROJECT

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Industry Automotive products, services and accessories
Media Design & Branding
Market Japan
Agency Frontage
Director Yuichi Hagiwara, Yuka Fujino
Creative Director Kazuya Okabayashi
Art Director Kei Kawakami
Released July 2010

Credits & Description

Category: Public Spaces
Advertiser: SONY
Product/Service: NAVIGATION SYSTEM
Agency: FRONTAGE
Date of First Appearance: Jul 22 2010
Entrant Company: FRONTAGE, Tokyo, JAPAN
Entry URL: http://award.frontage.jp/2011/tokyozoo/top.html
Creative Director: Kazuya Okabayashi (Frontage)
Copywriter/Planner: Shiro Ueshima (Frontage)
Director: Yuka Fujino (Frontage)
Art Director: Kei Kawakami (Asobi)
Agency Producer: Hirotaka Fukatsu (Frontage)
Web Producer: Shinichi Saeki (Projector)
Interactive Designer: Masayuki Daijima (Archetyp)
Strategist: Gen Ozato (Frontage)
Strategist: Tomonori Murakami (Frontage)
Director: Yuichi Hagiwara (Archetyp)
Film Director: Shuhei Yamabe (Taiyo Kikaku)
Account Executive: Noriko Hayashi (Frontage)
Film Producer: Satoshi Takahashi (Taiyo Kikaku)
Film Producer: Takao Inoue (Taiyo Kikaku)
Production Manager: Shuhei Hosokawa (Taiyo Kikaku)
Production Manager: Kento Murakami (Taiyo Kikaku)
Cinematographer: Senzo Ueno
Music: Kaiomii/Ryota Koyama (Owl)
Music: Yoshihisa Sato (Thirtieth)
Media placement: Streetscape Drawing - Tokyo Metropolis - 22 July 2010
Media placement: Website - Google Map - 22 July 2010

Describe the brief from the client
How can Sony's newest model, The “nav-u” U35 for bicycle navigation, win out in a competitive market as a fun and easy device for young urbanites?

Describe the challenges and key objectives
We demonstrated the device by using the attractions of Tokyo, whose roads developed in irregular and complex ways.

Using the running log function of the bicycle navigation system, we started the project by drawing gigantic animal geoglyphs over Tokyo. People tweet what animals they want us to draw. From their requests, our staffers draw animals over the map. The bike group rides all over Tokyo, logs the routes and uploads the drawing to the website immediately. Progress status with drawing and running footage are posted on Twitter in real time every day.
Fifteen animals are completed in 40 days.

Describe how you arrived at the final design
To examine whether it’s a realistic project, we conducted a test ride first. Then, we challenged ourselves to draw animals like an elephant, giraffe and a tiger in more narrow streets. By gradually extending the route and improving the quality of drawing, we were able to draw a zoo over Tokyo.

In the website, we changed the plain view map of Tokyo to a colorful city by showing animation of animals, not just the log of the ride.

Give some indication of how successful the outcome was in the market
The project was featured in TV news shows, newspapers, magazine articles, and over 80 online news articles. In addition, it was mentioned innumerable times on blogs and tweets.

Moreover, it was also reported in other countries, and we received lots of positive feedback, support and messages of encouragement.

Before the campaign, Sony held third place in the market for navigation systems, but it rose to the first just two weeks after the start of the campaign.

A promotion for a bicycle navigation system also became a promotion for the city of Tokyo.