Ride on the Right Track Mokgatlo wa Media ya Sechaba by Tai Yuan Chiou and Chien Chun Feng

Ride on the Right Track Mokgatlo wa Media ya Sechaba by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 Moputso oa Boronse oa A' Design Award in Moralo wa Papatso, Kgwebo le Puisano Competition Category.

BoronsePapatso· 2023

Ride on the Right Track Mokgatlo wa Media ya Sechaba

by Tai Yuan Chiou and Chien Chun Feng

Client: Momentum Bikes

Moputso oa Boronse oa A' Design Award Winner in Papatso Category

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Colors

The Design

About Ride on the Right Track Mokgatlo wa Media ya Sechaba

Palo ya Buka: Ride on the Right Track ke lets'olo la media ya sechaba le entsoeng bakeng sa lebenkele la baesekele ho khothaletsa mekhoa ya letsatsi le letsatsi e tsitsitseng. Lets'olo lena le sebedisa litšoantšo tsa tlhaho, mebala e tala, litšoantšo tse rutehang ho semela le melaetsa e mosa ho etsa hore ho phela ka tsela e sa senyeng tikoloho e be ntho e ka fihlelloang habonolo. Dikahare di kenyeletsa dintlha tse thabisang tsa infographic, li-story stickers bakeng sa Instagram le Facebook, ketsahalo ea live stream le sesefo sa media ya sechaba. Mekhoa e metala ea lipalangoang le temo ea litoropong e khothaletsoa ka mehato e menyenyane, e bonolo. Sepheo ke phello e kopanetsoeng e hlahang liketsong tsa letsatsi le letsatsi.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Ride on the Right Track Mokgatlo wa Media ya Sechaba ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Ride on the Right Track Mokgatlo wa Media ya Sechaba e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Ride on the Right Track Mokgatlo wa Media ya Sechaba e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Momentum is committed to empowering consumers to contribute to sustainability through education and practical tools. We aim to create a collective impact on the world by encouraging small actions that compound over time. Momentum uses organic shapes, green elements, and friendly messaging in its design and communication to make sustainability accessible and inviting. Building a more sustainable future, one pedal at a time.
Dimensions & Packaging: To engage our younger target audience, we have devised a multi-faceted campaign that includes infographic fun facts, Instagram/Facebook story stickers, a live stream event, and a filter to promote environmentally conscious actions.
Tags: Social Media Campaign, Illustration Design, Eco-friendly, Green
Production Technology: To capture the warm and inviting essence of spring and Earth Day, we have incorporated plant-inspired imagery and a green color palette into our design. We have opted for organic illustrations, friendly infographics, relatable storytelling, and attractive call-to-actions as our primary visual elements. These illustrations make the design more approachable and eye-catching and align with our environmentally friendly ethos.
Design Challenge: We conducted A/B testing and found that graphics and illustrations led to a better response than scenario photos. We designed interactive and creative content that utilizes these elements to stimulate positive consumer engagement. The main visual elements of the campaign were activated across multiple social media formats, maintaining a user-friendly approach.
Research: We conducted extensive research to understand our audience and promote eco-friendly practices effectively. We developed a comprehensive understanding of the market by analyzing macro-trends, micro-trends, competitor outlooks, and consumer trends. We have also conducted several interviews and UX fieldwork to understand user insight. Our campaign content resonated with consumers by approaching sustainability in a more accessible and fun way.
Inspiration: After the pandemic, governments and corporations pledge to create a greener future as the world becomes more conscious of our impact on the planet. Momentum strives to make sustainability more accessible to its consumers, starting with small, simple steps toward an eco-friendly mindset. By changing the perceptions of how people live and sharing in their communities their environmental efforts, we can make a collective impact. When we let nature guide us, we are on the Right Track.
Project Duration: The project started in April and ended in May 2022 in North America and Europe.
Operation Flow: Our campaign promoted green lifestyles through habit-building and daily actions. We partnered with Brooklyn Grange and hosted social media events promoting greener transportation methods and urban farming. We also created an Instagram/Facebook filter to encourage green actions. Our multi-faceted approach engaged everyone who wanted to participate on various platforms and inspired positive behavior change toward a sustainable future.
Patents: Copyrights belong to Momentum Bike, 2023.
Team Members: CEO: Silvia Yu
Creative Director: Chris Chung
Senior Account Manager: Anew Yu Hsin Lin
Senior Strategists: Marco Negri, Lucas Willery
Senior Designers: Tai Yuan Chiou, Chien Chun Feng
Image Credits: Image Credits:
Primary Image: Model - Jared Chiou
Optional image 1: Model - Tina Feng, Jared Chiou, Stacey Yu
Optional image 2: Model - Stacey Yu
Optional image 3: Model - Jared Chiou
Optional image 4: Model - Tina Feng
Client: Giant Manufacturing Co. Ltd.
Agency: RedPeak