There were two challenges. The first was to raise the motivation of modern people for ab exercises who find it difficult in translating thoughts into action. The other was to break away from the business focused on telephone orders and increase orders placed on the web.

We came up with a single idea for both of these challenges. That idea was to develop a wacky pose and shout to make ab exercises fun while utilizing the product's features.

As a result, this pose and shout created a buzz throughout the web. The TV commercial video was even played 5 million times on YouTube. There were many SNS tweets imitating the shout and pose, and derivative videos were also created.

Sales increased through the web, the platform in which the buzz occurred. 1.2 million units were sold, representing ownership by 1 in 100 Japanese from a computational standpoint.?

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.

The wacky pose and shout of "Wonder Core abs training just by falling over" utilized the product’s features to act as a message of changing the original ab training of "getting up" into ab training of "just falling over."

The campaign-developed pose and shout spread in the blink of an eye. Many tweets could be seen on SNS including this shout. 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 shout. Ultimately, the number of CM views surpassed 5 million. Orders from the web increased explosively, equaling the amount of telephone orders. Finally, sales of 1.2 million units were achieved, representing ownership by 1 in 100 Japanese from a computational standpoint.