Smart Spokes

By Ogilvy, Tokyo, Japan

For Eyes, JAPAN Co. Ltd. Brand Fukushima Wheels

Winner in category Advertising

In subcategory Outdoor

Project Description
In a city of more than 10 million people and an ever-increasing number of cars, the dangers facing cyclists in Tokyo is becoming immense. Although it’s one of the safest cities in the world, on the road cyclists are still in constant risk as they’re disregarded by drivers.
At the same time, the increase of people using bicycles as a means of transport has also been significant, making for road safety campaigns being particularly timely.
“Fukushima Wheels” is the latest tech from Eyes Japan, a start up from Fukushima. It transforms any bicycle into a smart and safer bike with the installation of Jyrokinetic LEDs.
Our briefing was to raise the brand’s profile in an innovative way and at the same time encourage more consideration towards cyclists.
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.
Agency Solution
To bring the new tech to the streets of Tokyo, we created “Smart 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. The animations also carried 3 different strong colours and bold iconography to be easily distinguished and visible.
This transformed each bicycle into a moving outdoor for the brand and for safety on the road.
Smart 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.
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