DOMYOS: Taichiphop
Marie-Julie Lorenzo
Campaign details
Brand owner: OXYLANE GROUPLead agency: Fred & Farid ShanghaiBrand: DOMYOSIndustry: Earned media, buzz, Events and experiential, Games and competitions, Internet - microsites, Online video, Social mediaChannels used: Earned media, buzz, Email marketing, Events and experiential, Games and competitions, Internet - microsites, Mobile and apps, Public relations, Word of mouth, advocacyMedia budget: 500k - 1 million
Executive summary
This case stud describes how French fitness brand Domyos was launched in China by hybridizing a streetdance style and a slow-motion martial art.
Domyos wanted to...