Media > Use of Media
TURNTABLE RIDER
HAKUHODO, Tokyo / undefined / 2012
Overview
Credits
OVERVIEW
Effectiveness
TURNTABLE RIDER has created a new playground where young people share new music, new sporting activity, and a new culture.
・OVER 500,000 views on YouTube in 2 week.・80,000 participants experienced COGOO through the music events.・The brand got 3 million dollars worth of free publicity.・The brand has been mentioned on over 800,000 blogs.・The brand recognition rose up to 90% from 0% in the areas where it was introduced.
・The number of new subscribers to COGOO achieved 300% of the original forecast.
TurntableRider will now be mass produced for the public to buy in spring 2013.
Execution
We invented an epic bicycle accessory “TURNTABLE RIDER” which converts a bicycle into a musical instrument. The two wheels, become jog wheels. The handbrakes, become sound pads. Mix and scratch at will. Mixing two youth cultures: DJing and BMX, with interactive technology, TURNTABLE RIDER transforms the COGOO bicycle into a vehicle of communication to urban youth leveraging the fun of bicycle sharing. As if sharing the music, the groove of COGOO was widely shared all over the world through nationwide music festivals, iTunes, youtube, TV news and social media. Consequently comments asking for commercial production of TURNTABLE RIDER poured in.
Strategy
COGOO is a bicycle sharing service targeting the urban young people using the fun of sharing the latest technology. However, the culture of bicycle sharing was not rooted at all in Japan. This new service will be launched in this context. To introduce the fun of bicycle sharing to the young people, and a new relevant method is needed to get this new service to catch on in their culture.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. TURNTABLE RIDER worked with double impact. First, It’s fun to share a bicycle. Since TURNTABLE RIDER comes attach to COGOO bicycles, it directly brings attention and publicity to the GOGOO service.
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