The Brief

Buzz for the campaign was created on the web, leading to an increase in sales through the web in which the buzz occurred. Therefore, a business that was almost completely composed of telephone orders transformed into a web order business. Ultimately, sales of 1.2 million units were achieved, representing ownership by 1 in 100 Japanese from a computational standpoint.

Creative Execution

"The Wonder Core is a machine with a backrest that supports ab exercises with the force of springs. The pose and catchline, 'Wonder Core: Abs training just by falling over,' utilized the product's features to act as a message of changing ab training from 'getting up' to 'just falling over.' The TV commercial was aired from 6 June, 2014, and gathered a total of about 5000 advertising GRPs in Japan, with a CM experience event held on 8/5 and 8/6. The CM was initially scheduled for intensive short-term advertising. However, the amount of advertising was increased to meet user expectations due to a great response."

Describe the creative solution to the brief/objective.

As the business was focused on telephone orders, the previous main target was the high age group. However, the main target this time became the younger age group who are likely to place orders on the web.

Results

The campaign-developed pose and catchline immediately spread out. Many tweets that included this catchline were observed on SNS. In addition, celebrities such as TV entertainers were featured in various media introducing the Wonder Core. There were also many derivative videos created and shared on YouTube re-enacting the pose and catchline. Ultimately, the number of CM views surpassed 5 million. Orders from the web increased explosively, equaling the amount of telephone orders. Sales doubled through this, achieving the sales of 1.5 million units. This represents ownership by 1 in 100 Japanese from a computational standpoint.