Tokyo - The Reebok viral campaign for the Taikan line of performance wear is an excellent example of how to do a viral campaign right. The KPI results speak for themselves." So says Zach Taub, Reebok's Brand Director. The video is a parody based on a very well known exercise show in Japan.
The campaign ran from April 1 to mid-May and was designed to raise awareness of the Taikan product line. The icing on the cake for this campaign was the recent announcement by YouTube Rewind [see www.youtube.com/rewind] that the viral video was the second most viewed video on YouTube in Japan in 2010. "We were only beat out by a famous local celebrity model's very sexy fashion shoot film called Glamorous. So if we're going to come in second to somebody, it might as well be to something like that," jokes Taub. Currently the Taikan video is closing in on 2 million views. [See: http://www.youtube.com/watch?v=Ep4JAf8hECE]
"We had hoped to get 100,000 views in six weeks - we got 134,000 views the first day and over 1.6 million views by the six week mark," explains Phil Rubel, Saatchi & Saatchi Fallon's CEO. "In addition to the YouTube views, we also achieved over 550 million yen's worth of free TV exposure as almost all the key stations in Japan featured the video, the products, the performers and sometimes even Reebok representatives on their shows. We had expected some media exposure but never anticipated anything this big."
"However a successful viral campaign involves much more than a great piece of film placed on-line. The agency carefully crafted a plan that was supported by some integrated activities that would detonate maximum exposure of the video in a short period of time," added Taub.
"The key to success was two-fold," Rubel further explains. "First, the campaign taps into a tremendous cultural icon. The daily calisthenics show had been on TV for decades and almost everyone growing up in Japan knows about it and has probably exercised to it at some point.
"Secondly, the campaign was based on an insight that everyone can relate too - which is people's penchant for purchasing expensive new equipment to improve their game, rather than improve their own physical core. That's the essence of the creative strategy that led to the idea of launching the fake ‘next generation' of the calisthenics show. And, of course, the surprising twist that people saw when they viewed the video which our creative team came up with made it absolutely irresistible not to pass on to friends."
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
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Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
