The Campaign

Challenge How to get recognition effectively on a small budget for the little known activity meter “Move Band 2”. Objectives Make a promotion for “Move Band 2”, Docomo Healthcare’s new activity meter (a wearable device for measuring calories). Get recognition effectively on a small budget for the little known activity meter “Move Band 2”. Strategy There is a universal desire to “get in shape easily” without doing exercise. We thought of new content we could deliver under a brand name to fulfill this desire. Outcome The video gained attention with comments such as “Lose weight just by watching this video!”, “But it’s so scary I can’t bear to watch!”, and “It’s way too scary.”, eventually being introduced on TV media and web media, leading to viewer traffic to the product page increasing by a multiple of 15.

The Brief

We needed to convey the fact if we visualize calories based on the fact that “calories are burned when you least expect it”, even without doing hard exercise you can control your bodyweight just by walking a little more than usual.

Creative Execution

There is a universal desire to "get in shape easily" without doing exercise.So we developed a movie that burns calories just by watching.That was named "Calorie Movie."The bottom right is the average of calories burned by 12 test subjects who were measured while watching the movie.Calorie consumption goes way up during scary scenes and it seems to have consumed calories a light jogging.

The video gained attention with comments such as “Lose weight just by watching this video!”, “But it’s so scary I can’t bear to watch!”, and “It’s way too scary.”, eventually being introduced on TV media and web media, leading to viewer traffic to the product page increasing by a multiple of 15. Young men and women with the desire to “lose weight easily” without exercising watched this video, and those were too scared to watch it said they would “walk off the calories”.

This creative execution was for the “Move Band 2”,an activity meter that measures calories burned. The part of this creative execution relevant to the product was the creation of branded content in the form of a movie that burns calories that fulfills the universal desire to “lose weight easily” without exercise held by many calorie-conscious people, our target audience. Our “Calorie Movie” is content that can be used to reliably to burn calories.