Tokyobike rode its carol-ringing robots to the streets last X'mas.
The brief is to market Tokyobike as a gifting option during the Christmas shopping season. The challenge is how do we redefine a theme that has been overdone and still able to stand out from a crowd where every brand is communicating the same thing.
Solution / Idea:
Taking cues from the emotions of unwrapping a present and the element of surprise.
We orchestrated an audacious campaign by transforming a couple of inconspicuous bicycles retrofitted with autonomous carol ringing bells.
The bikes were planted in shopping malls, underpasses, and areas with high human traffic. As soon as people were in the vicinity, the caroling Tokyobikes came alive. Unsuspecting passers-by were greeted with Christmas carols playing autonomously by the bicycle bells, each programmed to play a different note and all coming together harmoniously to ring a Christmas carol.
Here, for the first time, the carolers are robots, ones that put a smile on people's faces.