The objective of this campaign was simple - raise awareness of this little known product utilizing a miniscule budget compared to the brand awareness and budgets of better known competitors such as Nike, Under Armor and adidas.
The key strategic message Saatchi & Saatchi Fallon Tokyo wanted to deliver was 'improve your core instead of your equipment'. To build awareness it tapped into a cultural icon - Rajio Taiso (Radio Calisthenics) - which was listened to and later watched by many Japanese people. The agency started a rumour regarding its return and twisted the original idea in a surprising way so that the film became irresistible to watch and then pass on to others. It launched an online video focused campaign with the desire to have it go viral and thereby achieving better efficiency and reach compared to traditional advertising. The agency detonated the campaign by carefully seeding with flyers and minimal PR.
This campaign was purely about awareness building and was the first stage in a multi-stage marketing plan that will eventually incorporate product expansion and sales turnover. Saatchi & Saatchi Fallon Tokyo was tasked to gain 100,000 views within six weeks - it generated 134,000 views the first day. By the six week mark it had 1.6 million views and by the end of December almost two million. In addition to the YouTube viewings, the video was also picked up by the majority of the TV stations' news and entertainment shows and many magazines, generating over 550 million yen worth of exposure. Visits to Reebok's Taikan product website almost quadrupled during the six week campaign period against an objective of increasing visits by 50%.