The Campaign

There were two challenges. The first was to raise the modern people's motivation for ab exercises who are hesitant on taking action. The other was to break away from the business that focused on telephone orders and increase orders placed on the web. We came up with a single idea for both of these challenges. That idea was to develop an offbeat pose and catchline to make ab exercises fun while utilizing the product's features. We created a TVCM centered on this pose and catchline. The developed pose and the catchline 'Wonder Core: Abs training just by falling over' utilized the machine's feature, the spring force-supported backrest, to act as a message of changing ab training from 'getting up' to 'just falling over.' As a result, this pose and catchline created a buzz throughout the web. The TV commercial video was played 5 million times on YouTube. There were many SNS tweets imitating the catchline and pose, and derivative videos were also created. Sales increased through the web, the platform in which the buzz occurred. 1.2 million units were sold, representing ownership by 1 in 100 Japanese from a computational standpoint.​

The Brief

The goal was to increase the motivation of modern people for ab exercises. From a business standpoint, the goal was to break away from a business focused on telephone orders and increase orders placed on the web. In order to increase orders on the web, it was necessary to create a plan to resonate with web users who 'like funny things' and 'like interesting things that they can joke about.'

Creative Execution

・The TV commercial was aired nationwide from 6 June, 2015, and gathered a total of about 5,000 advertising GRPs in Japan, with a CM experience event held on 5 and 6 August. The CM was initially scheduled for an intensive short-term advertising, but with the great response, the amount of advertising was increased to meet user expectations.
 ・The offbeat pose and the catchline 'Wonder Core: Ab training just by falling over' was an original message that utilized the machine's feature to change ab training from 'getting up' to 'just falling over.

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 increased through this, achieving the sales of 1.5 million units, representing ownership by 1 in 100 Japanese from a computational standpoint. Ab exercises, which were thought of as extremely demanding, were changed into something fun, something people can laugh about, and something that can be shared with everyone, raising people's motivation towards ab exercises.

The Wonder Core is a machine with a backrest that supports ab exercises for support with the force of springs. The pose and catchline of 'Wonder Core: Abs training just by falling over' utilized the product's features to act as a message of changing the original ab training from 'getting up' to 'just falling over.' Among the worsening obesity of Japanese, this campaign which raised the motivation for abdominal muscles was appropriate for the health care division.