Why is this work relevant for Media?

There are 2 points to why this work is relevant for media. First, ideal selection of media in order to gain maximum recognition of 24-hour gym. Together with TV station, we produced clock-advertisement creating from advertisement slot to air.The second is efficient deployment of advertisement in right media by producing with local TV broadcasting station that broadcasts only in regions with store development.

Background

FORBES is a new 24-hour fitness gym brand since 2018. It has 12 stores in Aichi Prefecture,Japan, with a population of 7.5 million. However, there were a lot of competition gyms developed in Japan nationwide with 300 stores such as “ANYTIME”, and it was necessary to expand recognition.

Describe the creative idea/insights (30% of vote)

MUSCLE CLOCK World first "Muscle Clock" which macho-man announces time. We produce and broadcast this TVCM to be aired on 8:00, 11:00, 12:00, 16:00, 22:00, and 23:00. Along with TV stations, we had to create from broadcast slot for airing. This time announcement ad was broadcasted for one month every day, strongly emphasize on gym that can train yourself 24 hours.

Describe the strategy (20% of vote)

Since this gym only operated in Aichi Prefecture in Japan, we teamed up with Aichi’s local TV station to create from broadcasting slot for airing. Just before the TV program starts, we created advertisement broadcasting slot to be finished exactly on 8:00, 11:00, 12:00, 16:00, 22:00, 23:00 and broadcasted only in regions with store development.

Describe the execution (20% of vote)

This TV commercial was broadcasted on Aichi TV station, which is watched by about 4.99 million households, for one month everyday between 2019/04/01 to 05/01.

List the results (30% of vote)

This TV commercial itself become a hot topic not only in Aichi Prefecture, but throughout Japan. It was picked up by various news including Yahoo!, and the total topic volume for FORBES on SNS rose up to 160%.