The “nav-u” U35 is a personal navigation device you can put on a bicycle.
We wanted to demonstrate the device by using the attractions of Tokyo, a city whose roads developed in irregular and complex ways.
Using the running log function of the bicycle navigation system, we started the project by drawing gigantic animal geoglyphs over Tokyo. People tweet what animals they want us to draw. From their requests, our staffers draw animals over the map.
The bike group rides all over Tokyo, logs the routes and uploads the drawing to the website immediately. Progress status with drawing and running footage are posted on Twitter in real time every day.
Fifteen animals are completed in 40 days.
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.