As the concept planners for the campaign, agency Fred & Farid created a series of online and offline executions that integrate promotional videos, live events, and a 'Taichiphop' competition.
"I think this will make everyone fall in love with fitness, and also discover and experience Domyos' fun and lively brand personality," said Domyos global communications director Nathalie Normand.
Since 7 June, videos seeded on China's five video-media platforms (Youku, Ku6, Tudou, 56.com and Sohu Video) received a cumulative 29.4 million views. Domyos was mentioned on Sina Weibo 6,645 times. A total of 480 million online impressions were recorded.
The competition, with finalists selected from five tai-chi schools and five dance academies, took place on 6 July in Shanghai.
Live streaming of the event attracted nearly 15,000 people to participate in online voting. Dragon TV and Hi Sports TV also carried reports on this event.
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