Korean obesity specialist 365mc picks TBWA for creative and media

The account is understood to be worth an estimated US$2 million. According to a statement from the agency, over half of that amount - $1.2 million – has been allocated for online execution. The agency did not provide further details as to the form the nature of the subsequent campaign, but said that an initial online and out-of-home execution would be rolled at later this month. TBWA Korea's  general manager Kyung-woo Nam added that the clinic was looking to improve the level of recognition for its brand.

The obesity clinic is reportedly the market leader in its field in Korea, with 19 domestic branches and two in Japan. The company offers obese patients comprehensive medical treatment and personalised counselling, as well as cosmetic treatment such as liposuction and calf reduction.

The brand’s reference to the number 365 represents year-round treatment; ‘mc’ is an abbreviation of ‘most convenient’.

Obesity is a growing social problem in Korea. Last year, the Korea Food and Drug Administration moved to restrict advertising for food and drink products deemed to be unhealthy during peak TV viewing hours, in an effort to cut levels of obesity among children.