|Title||WONDER CORE: ABS TRAINING JUST BY FALLING OVER|
|Brand||OAK LAWN MARKETING|
|Product / Service||WONDER CORE|
|Category||A06. Use of Broadcast in a Promotional Campaign|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company||HAKUHODO Tokyo, JAPAN|
|Advertising Agency||HAKUHODO Tokyo, JAPAN|
|Media Agency||HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN|
|Production Company||TYO Tokyo, JAPAN|
|Genya Sunouchi||Hakuhodo DY Media Partners||Creative Director|
|Mio Nakatsuka||HAKUHODO Inc.||Planner|
|Takeshi Fukui||HAKUHODO Inc.||Planner|
|Kentaro Harano||HAKUHODO Inc.||Art Director|
|Toshinori Honobe||HAKUHODO Inc.||Account Exective|
|Kei Matsui||HAKUHODO Inc.||Account Exective|
|Ryosuke Shoji||HAKUHODO Inc.||Account Exective|
|Atsushi Tachikawa||TYO Inc.||Producer|
|Hideyuki Takagi||TYO Inc.||Production Manager|
|Kenji Takeda||TYO Inc. / ID Division||Producer|
|Naoyuki Araki||TYO Inc. / ID Division||Planner|
|Ikuno Nakakura||TYO Inc. / ID Division||Designer|
|Hirofumi Tsukamoto||TYO Inc. / ID Division||Technical Manager|
|Takashi Obinata||TYO Inc. / ID Division||Production Manager|
|Kanako Nakagawa||TYO Inc. / ID Division||Production Manager|
|Kikuchi Hiroshi||THE DIRECTORS GUILD Inc.||Director|
|Shigeki Akiyama||copain Inc.||Cameraman|
|Toru Midorikawa||MELODY PUNCH Inc.||Music|
The campaign-developed pose and catchline immediately spread out, creating a stir between users as well as the act of imitation. Ultimately, sales of 1.5 million units were achieved, representing ownership by 1 in 100 Japanese from a computational standpoint.
In order to sell the Wonder Core ab machine, it was necessary to change the image people hold of ab exercises as extremely demanding. The strategy for this campaign was to change the image of self-torture into something that people can laugh about, enjoy, as well as something that users want to imitate, in turn creating a stir on the web to produce web orders.
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, and sales of 1.5 million units were achieved, representing ownership by 1 in 100 Japanese from a computational standpoint.
The Wonder Core is a machine with a spring force-supported backrest. 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.