Domoco Healthcare Promotes Its Health Gadget in an Unlikely Way
Meghan Young — February 12, 2015 — Lifestyle
References: d-healthcare.co.jp & blogs.wsj
Sumo wrestlers and rock bands might not come readily to mind for most people, but that won't be the case once this health gadget commercial is viewed. Playing with its name, Moveband, Naoko Deguchi, a spokeswoman at Docomo Healthcare, noted that once it was settled to have a band in the campaign, "We thought it would be fun to feature sumo wrestlers."
The health gadget commercial cleverly shows how many calories they burned throughout their energetic performance. Clearly appealing to a Japanese demographic, the commercial further targets both younger individuals who will enjoy the viral aspect of the concept as well as older groups who will focus on the irony of the situation. The health gadget commercial also skews to a masculine audience by referencing the sumo sport and metal music.
The health gadget commercial cleverly shows how many calories they burned throughout their energetic performance. Clearly appealing to a Japanese demographic, the commercial further targets both younger individuals who will enjoy the viral aspect of the concept as well as older groups who will focus on the irony of the situation. The health gadget commercial also skews to a masculine audience by referencing the sumo sport and metal music.
Trend Themes
1. Health Gadget Commercials - Using creative and unexpected concepts, health gadget commercials can appeal to a wider, diversified market.
2. Experiential Marketing - By creating a unique experience that showcases the capabilities of the product, brands can effectively target specific consumer segments.
3. Viral Marketing - Creating entertaining and shareable content can generate buzz and drive consumer engagement and brand awareness.
Industry Implications
1. Healthcare Technology - Innovative marketing strategies and creative promotion tactics can increase consumer adoption of healthcare technology products.
2. Entertainment - Collaborating with alternative forms of entertainment such as music and athletics can create unique promotion opportunities for brands.
3. Fitness and Wellness - Partnering with well-known athletes or athletic organizations to promote fitness and wellness gadgets can increase consumer trust and appeal.
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