■Brand Challenge

Being an audio brand with a long-established history, JBL is strongly support by older men.

For the future growth of the brand, it was necessary to increase its brand engagement with the younger generation.

■Social Insight

In Japan, there is an exercise known to men and women of all ages called radio calisthenics, an exercise performed to guidance and music. Schools often have their students dance this at sports events, but its unmodified music and choreography from the 1950’s does not make it attractive to the young people.

JBL has mixed traditional radio calisthenics with break dancing to create a new dance, Breaking Radio Calisthenics, The movie featured Shigekix and other top break dancers, with the choreography and music from the traditional radio calisthenics combined with the cool and captivating style of break dancing. While keeping the original guidance of radio calisthenics such as, "jump and spread your legs, bring them back", Shigekix danced in this move while doing a handstand, making the dance both cool and interesting at the same time.

In addition to the main movie content, there were short dance tutorials video on TikTok for different dance levels so that anyone could try. For those who are more experiences in dance, they could try a dance battle with Shigekix using the duet function on TikTok. Live events were also held at schools.

Firstly, high engagement was created amongst people involved in break dancing; famous dancers including Shigekix appeared in the movie, the music was composed by a composer who composes music for break dancing shows, and the choreography was created with Shigekix so that it would appeal to the dancing community.

The contents were also designed to spread even to the general audiences who do not dance; it consisted of surprising elements such as the sudden change from the traditional radio calisthenics, elementary school kids among the performers, as well as funny factors mentioned in the IDEA section. Such elements led the video to be featured on television and going viral.

Online contents included participatory videos for different dance levels, and school workshops created strong engagement by having dancers from the movie instruct the students.

The movie was launched on July 20th, 2022 and simultaneously spread through the dancing community through social medias of dancers who appeared in the movie. The movie also spread organically to a wider audience through tie-ups with online medias.

A shorter version of the movie was also created and reached many people through paid ad such as YouTube and TikTok. (Paid ads ran from July 20th to September 11th / 3,173,944 imp )

Short dance tutorials and dance battle video were posted, so that people could not only watch but actually dance together.

At the same time, a RT campaign and a give-away campaign were conducted to spread information and nudge people to purchase.

The movie went viral, which led to it being futured on television.

A workshop event was also held with schools, where students danced the Breaking Radio Calisthenics taught by one of the dancers from the movie.

Updating the outdated exercise into a captivating dance have turned JBL into an attractive brand to younger generation, and led to significant sales. It also became an opportunity for young people to enjoy radio calisthenics in a positive manner.

- MOVIE VIEWS: 3 Million

The movie has reached over three million views, with some viewers posting their dance videos on TikTok.

-PR VALUE: 29 times the PR Cost

Numerous positive comments posted about the movie has led to it being featured on web media and Japanese television shows.

-INCREASE IN SALES: 197% (in campaign term compared to the previous year)

Not only did the campaign establish JBL as an attractive brand but has also made a solid contribution to its sales.