MAGIC RUNNING

TitleMAGIC RUNNING
BrandC’ESTBON MULENE
Product / ServiceFUNCTIONAL DRINKS
CategoryA04. Animation/Motion Graphics
EntrantCHEIL Beijing, CHINA
Entrant Company CHEIL Beijing, CHINA
Advertising Agency CHEIL Beijing, CHINA

Credits

Name Company Position
Peter Shen Cheil PengTai CCO
Tommy Liou Cheil PengTai Creative Partner
Kevin zhang Cheil PengTai CD
Ruing.li Cheil PengTai ACD
Jacky gao Cheil PengTai SAD
webb.zhang Cheil PengTai SAD
Chen ying Cheil PengTai AD
Helen song Cheil PengTai Copywriter
Eric song Cheil PengTai Technical director
William zhou Cheil PengTai Mobile technology director

Creative Execution

NIGHT RUN x MAGIC T-SHIRT(The world's first intelligent controllable T-shirt APP) = INSPIRATION + FUN In the “Magic Running” campaign we designed and produced a magic T-shirt which illuminates photos in LED activated by body heat that is generated through running. Runners were able to upload pictures to their mobile devices and instantly share it through Weibo (microblog). Those who posted the most pictures and shared it via Weibo were then able to get Mulene products for free.

“C’estbon Magic Running” campaign lasted for one month. 2371 people joined the event and Weibo received 119,075 forwards and 346,119 comments. The campaign not only showed the personality of each participant and increased the fun of sports, but also inspired more young people to participate in similar activities to continuously challenge themselves. Compared with the same period last year, Mulene increased its sales of the beverage by 17% after the campaign. At the same time, the new business model of sports+sales was established. This campaign marked the beginning of C’estbon’s foray into the Age of IoT.

C’estbon Mulene is a daily supplement nutritional beverage. The brand reflects a philosophy to encourage the youth to instill inspirational values and to lead a positive and impactful life. Therefore the brand’s target consumers are young people who love sports and focus on healthy yet fun lifestyle. Mulene organized several night running competitions in May 2015 aiming to encourage young people to meet life’s challenges positively and to live a healthy life. Idea of the campaign is: What could we do to attract more young people to participate in this event with enthusiasm and to create a fun lasting memory?

Links

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