| Title | MAGIC RUNNING |
| Brand | C’ESTBON MULENE |
| Product / Service | FUNCTIONAL DRINKS |
| Category | A07. Use of Events and Stunts |
| 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 |
Energy drink market in China is still fairly young, and there's plenty of competition space for all energy drink manufacturers. 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 have an impactful life. Therefore it is crucial for C'estbon to take a step ahead in the market and win young people's hearts.
“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.
A mobile app was created for this campaign, and popular microblog Weibo was utilized as a spreading tool. In the «Magic Running» campaign, we designed and produced a magic T-shirt which illuminates photos in LED activated by body heat generated through running. Runners were able to upload pictures to their mobile device and instantly share it through Weibo. Those who posted the most pictures and shared it via Weibo were then able to get Mulene products for free.
The target consumers of Mulene are young people who pay attention to a healthy and fun life, those who live positively and are willing to take part in fun activities. Which exactly matches the target audience of this campaign. Mulene organized several night running competitions in May 2015 in aims to encourage young people to meet life’s challenges positively and to live a healthy life. What could we do to attract more young people to participate in this event with enthusiasm and to create a lasting fun memory?