SAFETY SPOKES

Bronze Spike

Case Film

Presentation Image

TitleSAFETY SPOKES
ClientEYES, JAPAN CO. LTD.
Product/ServiceFUKUSHIMA WHEELS
CategoryG03. Digital Billboard
EntrantOGILVY JAPAN Tokyo, JAPAN
Idea Creation OGILVY JAPAN Tokyo, JAPAN

The Campaign

To bring the new tech to the streets of Tokyo, we created “Safety Spokes”. First, we developed an iconic character to deliver the messages. Then we teamed up with Uber Eats delivery partners and equipped each of their bikes with the Jyrokinetic LED system, that allows for simple animations to be played on the spokes, showcasing the importance of seeing, caring and giving space to cyclists. This transformed each bicycle into a moving outdoor for the brand and for safety on the road.

Creative Execution

To bring Safety Spokes to life, first we developed an iconic character to deliver the messages. Then we equipped each Uber Eats delivery partners’ bikes with the Jyrokinetic LED system that allows for simple animations to be played on the spokes. This transformed each bicycle into a moving outdoor for the brand and for safety on the road. The animations showcased the importance of seeing, caring and giving space to bikers on the road and carried 3 different strong colours and icons to be easily distinguished and visible. Safety Spokes was on the streets of Tokyo from the 24.10.2017 until the 28.11.2017. The campaign was “broadcasted” on an average of 6 to 8 hours a day by Uber Eats delivery partners distributing orders all around Tokyo.

Safety Spokes helped raising the awareness of “Fukushima Wheels” and Eyes Japan with a in loco exposure of the new tech. And also helped raise Uber Eats’ brand profile with each new delivery. No other info is available due to the internal privacy policies of the brands involved.

The strategy behind “Safety Spokes” campaign was to showcase the technology in action in a completely surprising and relevant way. As the new technology is still being introduced in the market, we were able to pioneer a new way to raise the brand profile, plus deploy the first safety campaign on wheels. In a way, “Safety Spokes” is a new live campaign that promotes safety exactly when and where it’s most needed. The primary audience was adults living and working in Tokyo, that have an interest in new technology and are fans of biking in the city. The secondary target was adults driving in Tokyo for work or leisure. Although cycling throughout Tokyo is getting more and more common, the majority of drivers still see cyclists as a nuisance that shouldn’t be taking space on the roads.

Credits

Name Company Position
Ajab Samrai Ogilvy Japan Chief Creative Officer
Ajab Samrai Ogilvy Japan Executive Creative Director
Ajab Samrai Ogilvy Japan Creative Director
Ajab Samrai Ogilvy Japan Art Director
Ricardo Adolfo Ogilvy Japan Creative Director
Andy Fenning Ogilvy Japan Associate Creative Director
Maiya Wiester Ogilvy Japan Art Director
Mayu Kawase Ogilvy Japan Copywriter
Dixon Wong Ogilvy Japan Director & Editor
Maiya Wiester Ogilvy Japan Illustrator
Atsuko Keino Ogilvy Japan Head of Traffic
Sophianna Bishop Ogilvy Japan Account Executive
Masaki Kato Ogilvy Japan Account Executive
Mai Akamatsu Ogilvy Japan PR
Naoko Nakayama  Ogilvy Japan PR
Mark Jarnes Ogilvy Japan Social PR
Jun Yamadera Eyes Japan Tech Advisor
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