'COGOO' is a bicycle sharing service targeting urban young people using the fun of sharing the latest technology. The brief from the client was to acquire a recognition of this new service among the young people. However, this new service was to be launched while the culture of bicycle sharing was not rooted at all in Japan.

We focused on the things young people enjoy sharing the most: music. And the shape of wheels inspired us. So we invented an epic bicycle accessory 'Turntable Rider', which converts a bicycle into a musical instrument. The 2 wheels become jog wheels.The handbrakes, become sound pads; mix and scratch at will. The design challenge lay in unifying the technique of BMX and DJing through interactive technology. Mixing 2 youth cultures, Turntable Rider transforms the COGOO bicycle into a vehicle of communication to urban youth, leveraging the fun of bicycle sharing. The groove of COGOO was widely shared all over the world.

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.