JOG FOR TWO LIVES

TitleJOG FOR TWO LIVES
BrandNESTLÉ
Product / ServiceMOBILE APPLICATION
CategoryB05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness
EntrantPUBLICIS SHANGHAI, CHINA
Entrant Company PUBLICIS SHANGHAI, CHINA
Advertising Agency PUBLICIS SHANGHAI, CHINA

Credits

Name Company Position
Eric Vervroegen Publicis World Wide Global Chief Creative Director
Sheena Jeng Publicis China Chief Creative Officer/Copywriter/Planner
Akae Wang Publicis Shanghai Executive Creative Director/Art Director
Ivan Liu Publicis Shanghai Creative Director/Copywriter
Angela Ann Antonio Publicis Shanghai Associate Creative Director
Jincheng Li Publicis Shanghai Art Director
Kurt Yang Publicis Shanghai Copywriter
Kevin Yuan Publicis Shanghai Copywriter
Hanna Han Publicis Shanghai Designer
Lijuan Huang Publicis Shanghai Producer Head
Alex Xie Publicis Shanghai Editor
Peng Xie Publicis Shanghai Editor
Cenri Chen Publicis Shanghai Account Director
Nicole Xue Publicis Shanghai Account Executive
Bill Wang Publicis Shanghai Managing Director
Brandon Lee Menhuan Publicis Shanghai Digital Creative Director
Evan Xie Publicis Shanghai Digital Tech Director

The Brief

After long-term sponsorship of running sports, Nestle Water owns a group of sports fans who care about water quality and are willing to spend more on water. The key is to maintain the relationship and engage with them on the emotional level. Our goal is to raise their engagement level and feel positive toward Nestle Water home delivery.

Creative Execution

Form the research, consumers who exercises more, are willing to pay more for water; to encourage their exercise meanwhile to do charity is one of the best way to raise brand image and sales. Also for linking with purchase behavior, all participants need to purchase the Nestle Water Home Delivery product in order to download the QR code.

Describe the creative solution to the brief/objective.

How to raise the passion of running while simultaneously bringing the value of sports without interfering their activities? An APP is designed to connect the disabled and runners. After scanning the QR code on the Nestle Water package, all runners can easily check the APP to learn who needs any grocery shopping help on their running routes. Target the registration of 500-1000, we received 1311 registrations from existing 50,000 households within two months’ time. By Jan. 2014, the NWHD sales increased 12%. All actual response rates and outcome were 50% higher than expectation.

Results

There is no tracking studies but 18399 tasks have been achieved and shared in Weibo. The total forwarding reaches 470,000 times, and nearly has negative comments. The overall investment is around 30,000 Euro including APP executions and QR code printing; but with 1.9 million Euro sales increase.