Title | MAGIC RUNNING |
Brand | C’ESTBON MULENE |
Product / Service | FUNCTIONAL DRINKS |
Category | A09. Innovative Use of Technology |
Entrant | CHEIL Beijing, CHINA |
Entrant Company | CHEIL Beijing, CHINA |
Advertising Agency | CHEIL Beijing, CHINA |
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 |
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 under 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?