TURNTABLE RIDER created by COGOO by TBWA\Hakuhodo Tokyo for COGOO

Adsarchive » Digital , Case study » COGOO » TURNTABLE RIDER created by COGOO

TURNTABLE RIDER created by COGOO

Pin to Collection
Add a note
Industry Bicycles
Media Digital, Interactive & Mobile, Case study
Market South Korea
Agency TBWA\Hakuhodo Tokyo
Director Yusuke Tanaka
Producer Yuma Kimura
Released June 2012

Awards

AD STARS 2012
Interactive Finance/Services Silver
Interactive Produced by non-profit organizations, NGOs or other similar organizations Silver
Direct Marketing Finance/Services Crystal
TV/Cinema Produced by non-profit organizations, NGOs or other similar organizations Crystal
Print Produced by non-profit organizations, NGOs or other similar organizations Crystal
Sales Promotion Produced by non-profit organizations, NGOs or other similar organizations Crystal
Direct Marketing Produced by non-profit organizations, NGOs or other similar organizations Crystal
Outdoor Produced by non-profit organizations, NGOs or other similar organizations Crystal
Interactive Produced by non-profit organizations, NGOs or other similar organizations Crystal
Public Relations Produced by non-profit organizations, NGOs or other similar organizations Crystal

Credits & Description

Category: Best use or integration of music
Advertiser: RELATIONS
Product/Service: COGOO 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 Products)
Director: Yusuke Tanaka (Caviar Limited.)
Cinematographer: Yusuke Oka (Hakuhodo Products)
Lighting Director: Jun Sakai
Assistant Director: Yuki Mondo (Mondo Film)
Assistant Director: Taichi Hirao (Hakuhodo Products)
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 Products)
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 Products)
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: TVCM - TVK - 26 April, 2012

Campaign Description
Although many Japanese movies have employed product placement and TV programmes have incorporated goods into the script, very few cases stored a success. Once the audience realizes it’s become an advertisement, they lose their interest and change the channel and media. In order to attract our target young people, advertisements need to get exposure in mass media or collaborate with powerful icons like musicians or animation characters. Both of these are costly, and can only be realised by a handful of advertisers.

Effectiveness
‘COGOO’ is a bicycle sharing service targeting urban young people, using the fun of sharing the latest technology. However, the culture of bicycle sharing was not rooted at all in Japan. This new service will be launched in this context. To introduce the fun of bicycle sharing to the young people, and a new relevant method is needed to get this new service to catch on in their culture.
We focused on the thing young people enjoy sharing the most: music.
Therefore, 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.
Mixing 2 youth cultures: DJing and BMX, with technology, Turntable Rider transforms the COGOO bicycle into a vehicle of communication to urban youth leveraging the fun of bicycle sharing.
We created the video, which is of an experimental music performance actually using Turntable Rider. The sound track consists of only sounds created by Turntable Rider. In this film, 5 riders are sharing 1 COGOO bike, one after the other, to perform their style of music (jazz, hip-hop, dub step, Break beats, Japanese ancient song) in a way which none has seen nor heard before.
In addition, the music created by COGOO was distributed through iTunes. We have tons of requests for the performance keep coming in. People enjoyed watching it, riding it, and grooving to it in the events.
As if sharing the music, the groove of COGOO was widely shared all over the world through nationwide music festivals, iTunes, YouTube, TV news and social media.

Implementation
Although the DJing and BMX cultures were both popular and closely related until now, they have never been united by 1 product. In doing so, we succeeded in approaching both music lovers and bike lovers at once. The contents born by the Turntable Rider events won over young people all over the world. They enjoyed watching it, riding it, and grooving to it. Consequently, comments asking for details regarding commercial production of Turntable Rider poured in.

Outcome
1 bike has never been shared with so much excitement before. Turntable Rider has created a new playground where young people share new music, new sporting activity, and a new culture.
- Over 500,000 views on YouTube in 2 week.
- 80,000 participants experienced COGOO through the music events.
- The brand got $3m 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.