The Campaign

In terms of Branded Entertainment in Japan, 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 audience, 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 realized by a handful of advertisers. Our client didn't have enough budget to do so but we cannot silently overlook bicycle accidents caused by wearing headphones. We looked for a chance to communicate this awareness message of the creeping danger wearing headphones to young people. Finally, we found the chance on the street, right when they are riding on bikes.

Results

You feel great when you’re riding on a bike listening music. However, at the same time, it’s the moment when you’re exposed to the creeping danger... There are endless bicycle accidents caused by wearing headphones. Bicycle and music cannot exist together. COGOO, the rental bicycle shop, tried to seek a solution in a way that can engage young people as well. We invented TURNTABLE RIDER - the extreme bicycle accessories that can be attached to our rental bicycles. By setting five components to the bicycle, the body will become a musical instrument. Two wheels become jog wheels. The handbrakes become sound pads. All the bicycle movements are detected by gyro sensors. You can not only listen to the music but also create the sound riding the bicycle without any danger wearing headphones. With TURNTABLE RIDER attached, we started new rental bike service. We also released original music created by the bike attached with TURNTABLE RIDER via iTunes. These extreme solutions attracted young generation and created buzz overnight around the world.

TURNTABLE RIDER attracted youth who want this kind of product that allow them ride on music without wearing headphones. Moreover, 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 events born by the TURNTABLE RIDER such as TEDx 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.

Outomce: Never before had the bicycle and music come together as one. Over 700,000 views on youtube. The number of COGOO rental bike users increased by 150%. TEDx chose TURNTABLE RIDER as an outstanding idea of the year. Unlike headphones, TURNTABLE RIDER caused 0 bicycle accidents.The brand got $3m worth of free publicity. Turntable Rider has created a new playground where young people ride on new music, new sporting activity, and a new culture.