beer poonnotok I creative

The Challenge

Ringfit Adventure is a first of its kind exercise role-play game that was launching in China. The game is positioned as a game that rewards persistence, making exercise easy. But with the Chinese market filled with consumers allergic to the word “exercise”, we needed to talk about fun, not fit.

 

Our goal was to drive awareness and create a desire of RFA to an audience averse to exercising.

 

The Solution

Exercise is perceived as one that requires hard work and dedication to see significant results. But in a Chinese consumer world, every moment is about instant gratification which made exercise something that did not have a path in their life.

 

Yet instant gratification always comes with consequences, making us feel… not so happy after all. We leveraged RFA’s instant response mechanism to resolve thus consumer tension, with the idea (Play your exercise, instant happiness with Zero consequences) showing consumers being healthy can be fun and easy to do with RingFit.

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A social campaign that launched with a special pack, amplified via Douyin (TikTok) with KOLs across the consumer journey including OOH, E-Commerce, and digital media.

 

The Result

A seamless consumer journey with a focussed ecosystem drove strong conversation at every touchpoint.

 

In Just three days, over 43,000 consoles were sold, reaching over 4 million conversion revenue by the end of the campaign.

 

Overall, the campaign generated media exposure of 1,288 million that created 13 million engagement.