Starts Tiktok

Problem & Background:

Melbourne is still in the lockdown phase. Until 9.23, Melbourne will be on lockdown for 235 days, making it the most extended lockdown in the world. This means that the citizens of Melbourne will still have to stay at home. During earlier COVID lockdowns in Australia, the research found lockdowns were associated with poorer mental health, such as symptoms of depression and anxiety, among young people and adults.

In 2020 89% of adults (over 15 years participated in sport/PA). Exercise is not only a hobby and a daily routine for Melbourne residents, it is also the most effective way to pass the time, regulate emotions and strengthen the body.

So how can we keep exercise under Victoria’s restriction to get through the days?

Ring Fit Adventure is an exercising action role-playing game developed and published by Nintendo for the Nintendo Switch. In these games, there's a lot of moderate aerobic activity (course running, course squats, etc,) that sustains an elevated heart rate, interspersed with specific exercises (monster battles). So one can consider it as a good exercise at home.

Target audience:

Those 18-34-year-olds are locked in their homes because of the epidemic and need to enrich their dull lives with meaningful recreation and exercise.

Insight:

The combination of Tiktok social networking online and game exercises can help Victoria’s citizens who stay at home regulate emotion and strengthen the body.

Strategy:

Tiktok will start an activity collaborating with Nintendo about Ring Fit Adventure’s record challenge. Each player who sets a new record can post their record video on Tiktok, and @the previous record keeper to call for more people to challenge his record. The whole event will be like an arena game, with players constantly challenging and setting new records.