Thursday, 24th Aprile 2008
Pleiadi created the Technogym commercial for Chinese market Low attitude of Chinese people to gyms is the main obstacle for Technogym success in China. This commercial’s aim is to contrast this attitude by supporting sell out activities capable of pushing Chinese white collars to improve their style of life attending to a gym center equipped by Technogym. Among commercials seen in China, this solution appears to be a strong innovation. At the moment communications for the Chinese market do not rely on powerful stories or signs, but only on emotional impact and music. First tests on the target have revealed a strong attitude to smile, a positive feeling and an acting behaviour. This commercial is destined to the elevators of the most important buildings in the Chinese main cities and therefore has been designed to allow an effective passage of informations although a silent playing. The plot text is based on a simple claim: champions are training by Technogym (male voice over), ...me too (female voice over). Ideated by: Gianni Barbieri, Paride Raspadori (Pleiadi International). Director: Zhu Jingjin.
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