MAGIC RUNNING

TitleMAGIC RUNNING
ClientC’ESTBON MULENE
Product / ServiceFUNCTIONAL DRINKS
CategoryC01. Use of Digital in a PR campaign
EntrantCHEIL Beijing, CHINA
Entrant Company CHEIL Beijing, CHINA
Advertising Agency CHEIL Beijing, CHINA

The Campaign

C’estbon Mulene is a daily supplement nutritional beverage. The brand encourage the youth to instill inspirational values and have a positive, impactful life. Mulene organized several night running competitions in May 2015 to encourage young people to meet challenges positively and live a healthy life. For this competition, we planned 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 can upload pictures of them wearing the shirts to their mobile device and share through Weibo. Those who posted and forwarded the most on Weibo were able to exchange Mulene products for free. “C’estbon Magic Running” 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.

The Brief

It encourages young people, the brand's target consumer group to meet challenges and do healthy sports. By raising brand awareness, the ultimate goal is to boost product sales.

Results

“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.

Execution

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 Situation

Market for energy drink is China is not yet mature, and people are just getting familiar with them. As a young product, C'estbon Mulene is little know to the consumers and therefore the brand aims to raise product awareness through a campaign that has positive impact for its target consumers – young people who love sports and who love life.

The Strategy

Since the target consumers are the ones who love sports, we simply utilized this element and turned it into a marketing campaign. By adding fun to jogging, a workout/sports regime more and more young people love, the brand is easily implemented into the participants.

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