The Brief

You feel great when you’re riding on a bike listening music. But 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.

Creative Execution

TURNTABLE RIDER enable us to communicate the awareness message to young people right when they are riding bicycle. Although the DJing and BMX cultures were both popular and closely related until now, they have never been united by one product. By attaching TURNTABLE RIDER, COGOO bicycle opens the door to two big youth cultures. Young people enjoyed riding it, hearing it, and grooving to it. Consequently comments asking for commercial production of TURNTABLE RIDER poured in. Since TURNTABLE RIDER comes attach to COGOO bicycles, it directly brings attention and publicity to the GOGOO rental service.

Describe the creative solution to the brief/objective.

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. This extreme solution attracted young generation and created buzz overnight around the world.

Results

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 accident.