How can Sony's newest model, The “nav-u” U35 for bicycle navigation, win out in a competitive market as a fun and easy device for young urbanites?

To examine whether it’s a realistic project, we conducted a test ride first. Then, we challenged ourselves to draw animals like an elephant, giraffe and a tiger in more narrow streets. By gradually extending the route and improving the quality of drawing, we were able to draw a zoo over Tokyo.In the website, we changed the plain view map of Tokyo to a colorful city by showing animation of animals, not just the log of the ride.

The project was featured in TV news shows, newspapers, magazine articles, and over 80 online news articles. In addition, it was mentioned innumerable times on blogs and tweets.Moreover, it was also reported in other countries, and we received lots of positive feedback, support and messages of encouragement.Before the campaign, Sony held third place in the market for navigation systems, but it rose to the first just two weeks after the start of the campaign.A promotion for a bicycle navigation system also became a promotion for the city of Tokyo.