Moments of fatigue: OSIM successfully broke into the ergonomic chair market

The Challenge​

As OSIM expanded beyond massage chairs into the ergonomic chair market, it faced the challenge of changing established consumer perceptions. High-priced ergonomic chairs required hands-on trials to demonstrate their value, yet traditional department store counters offered limited access to the office workers most likely to need them. The challenge was to build credibility in a new product category and reach potential buyers at the moment their need was most relevant.

The Solution

Dentsu X identified the mid-afternoon fatigue experienced by office workers as a key opportunity for engagement. Using dentsu's Retail Media Network (RMN) and purchase behavior data, we identified high-intent audiences and directed them to bookable pop-up experiences in business districts.

Rather than waiting for customers at retail counters, we brought OSIM's ergonomic chairs directly to workplaces, allowing consumers to experience their benefits firsthand. A collaboration with Dcard introduced humorous short-form videos featuring office workers playing mahjong, generating social conversation. On-site ordering completed the journey from audience targeting and product trial to purchase.

The Results

OSIM's flagship ergonomic chair sold over 1,000 units in its first month and surpassed 5,000 units within six months, supporting the brand's expansion into the ergonomic chair category.

A four-hour pop-up event generated over NT$200,000 in sales, selling 11 chairs and achieving a 10% trial-to-purchase conversion rate.

The Dcard collaboration generated over 1.949 million video views and 31,000 likes, driving social conversation and purchase interest among younger audiences. The campaign was also recognized internally as a successful case within OSIM's APAC operations.