ALCOHO-LOCK / WORLD'S FIRST BREATHALYZER BIKE LOCK

TitleALCOHO-LOCK / WORLD'S FIRST BREATHALYZER BIKE LOCK
BrandKOOWHO
Product / ServiceALCOHO-LOCK
CategoryC08. Charities, Public Health, Safety & Awareness Messages
EntrantGREY TOKYO, JAPAN
Entrant Company GREY TOKYO, JAPAN
Advertising Agency GREY TOKYO, JAPAN
Advertising Agency 2 GREY GROUP Singapore, SINGAPORE
Production Company AMSYT TECHNOLOGIES PRIVATE LIMITED Delhi, INDIA
Production Company 2 AMANA Tokyo, JAPAN

Credits

Name Company Position
Yasushi Ogata GREY Tokyo Executive Creative Director
Hideaki Sato GREY Tokyo Senior Copywriter
Takanori Sakamoto GREY Tokyo Senior Art Director
Sandeep Bhardwaj GREY GROUP Singapore Project Manager
Mayank Kushwaha AMSYT TECHNOLOGIES PRIVATE LIMITED CEO, Founder
Shinichi Kuwabara amana Producer
Tetsushi Kondo amana Producer
Ryoma Kurata amana Production Manager
Yuki Mondo Freelance Movie Director
Jin Ito Freelance Cameraman
Shinichi Miyaki Freelance Lightman
Kenichi Hirai Freelance Editor
Ben Conkey cutters Colorist
Makoto Kawame Freelance MA
Keiko Kanno UN Photographer
Rumi Ando UN Retoucher
Isao Akutsu Office BRAVO! Web Director
Jin Hattori Office Jin Hattori PR
Yosuke Tanno GREY Tokyo Senior Account Director

Brief Explanation

Compared to drunk-driving, drunk-riding seems irreprehensible. In Japan, however, drunk-riding is a crime. Our mission was to let as many people know that drunk-riding is illegal and dangerous. As a solution to this problem, pro-cycle shop, KOOWHO developed World’s First Breathalyzer Bike Lock – ALCOHO-LOCK, which is system that integrates lock and smartphone app. Users need to check their alcohol intake level by breathing into the lock when unlocking their bicycles. When alcohol is detected, it will send an alert to the smartphones of pre-registered partners. The device allows the partners to know that their loved ones might drunk-ride and will enable them to stop it. This unique solution which incorporates the power of love to stop drunk-riding buzzed overnight. It also succeeded in raising awareness towards the dangers of drunk-riding outside of Japan. Just a prototype lock, a simple website and a 4-page press release was all we needed.

The Brief

Compared to drunk-driving, drunk-riding seems irreprehensible. In Japan, however, drunk-riding is a crime. It's considered a violation of Road Traffic Law and is subjected to a fine under 1 million JPY or a less than 5 year sentence. Despite the penalty, people still continue to drink and ride, and this can lead to serious accidents. Majority of drunk-riders are youngsters. Hollering [Don’t Drink & Ride!] is not enough to make them acknowledge that drink-riding is illegal and dangerous. We need to grasp their attention with amusing contents that trend. The point is to engage them by providing a viable solution.

Describe the success of the promotion with both client and consumer including some quantifiable results

This unique solution which incorporates the power of love to stop drunk-riding buzzed overnight. It also succeeded in raising awareness towards the dangers of drunk-riding outside of Japan. Within a week from release, ALCOHO-LOCK was featured in over 300 media. It was taken up in mass media such as TV Tokyo and was also introduced in news sites such as USA TODAY, WIRED, GIZMODE, Engadget, Mail Online, Yahoo and msn. Articles on the news sites have been shared over 8,000 times and reposted in over 30 different countries. Media impression amounted to 400+ million, 2,500,000 US dollars worth of media exposure. Just a prototype lock, a simple website and a 4-page press release was all we needed.

Explain why the method of promotion was most relevant to the product or service

What KOOWHO did was to create a totally new product that can arouse the target’s curiosity. We have developed and introduced to the world the World’s First Breathalyzer Bike Lock – ALCOHO-LOCK, which is system that integrates lock and smartphone app. Users need to check their alcohol intake level by breathing into the lock when unlocking their bicycles. When alcohol is detected, a message will appear on the user’s smartphone telling them to push their bikes home. It will also send an alert to the smartphones of pre-registered partners. The device allows the partners to know that their loved ones might drunk-ride and will enable them to stop it.