Domoco Healthcare Promotes Its Health Gadget in an Unlikely Way

By: Meghan Young - Feb 12, 2015
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.