Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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, and sales of 1.5 million units were achieved, representing ownership by 1 in 100 Japanese from a computational standpoint.

Explain why the method of promotion was most relevant to the product or service

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.