| Title | SWEAT LIKE YOU HAVE NEVER SWEAT BEFORE |
| Brand | TAIWAN TOBACCO & LIQUOR CORPORATION |
| Product / Service | FREE THE NEW SPORTS DRINK |
| Category | B04. Use of Digital Content |
| Entrant | DENTSU TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | DENTSU TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency | DENTSU TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency | CARAT MEDIA TAIWAN Taipei, CHINESE TAIPEI |
| Production Company | CY FILM Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Alice Chou | DENTSU TAIWAN INC. | Executive Creative Director |
| Samuel Cheng | DENTSU TAIWAN INC. | Creative Director |
| Akira Chen | DENTSU TAIWAN INC. | Art Director |
| Bo Yao Song | DENTSU TAIWAN INC. | Art Director |
| Phoebe Yang | DENTSU TAIWAN INC. | Copywriter |
FREE, the New Sports Drink contains BCAA, wants to encourage young people to challenge things they’ve never done before, and sweat like they have never sweat before. The sports drink industry in Taiwan is a fairly mature market. As a latecomer, the only way to boost sales and break the ice for FREE is to create interesting topics and provoke discussion among the public. The campaign started with a viral video.
The sentence "What else can you do besides playing basketball" stormed the YouTube platform and provoked heated discussions among viewers online. Many online fans made their own parodies of the video and attracted countless popular websites and news media to report. All together, from the YouTube Video, online discussions, news coverage, press conference, TVC, to the actual event, the FREE campaign successfully prompted high expectation to 1.3 million internet users, received 2000 comments , was ranked No.2 on YouTube most watched vedio, and 8 million worth of earned media. Last but not least, FREE also encouraged many to join the challenge.
Before releasing the FREE TVC, we uploaded a "Gavin Liu Arguing With His Girl Friend" YouTube clip. The video successfully stormed the YouTube platform and provoked a heated discussion online. While the topic is still trending, we held a press conference and announced that FREE will encourage and support Gavin to "challenge things he has never done before." We also announced in advance that the challenge will be made into a TV commercial, to direct the public's attention onto the soon-to-be-released TVC. Over a series of careful executions, we successfully captured the public attention and generated high expectation on FREE.
We aimed to create high expectation from the public before the release of the FREE TVC. And we uploaded a YouTube clip showing Taiwanese Professional basketball player Gavin Liu getting yelled at by his girlfriend with a key line "What else can you do besides playing basketball?" Gavin’s girlfriend repeated the line hysterically for numerous times, making it the focus of discussion. When the topic ”WHAT ELSE CAN YOU DO…“ began trending, we immediately held a press conference announcing FREE will encourage and support Gavin to "challenge things he has never done before." Then, we launched the commercial.