‘RUN’AWAY SUCCESS STORY

Title‘RUN’AWAY SUCCESS STORY
BrandOTSUKA PHARMACEUTICAL
Product / ServicePOCARI SWEAT
CategoryB02. Use of Other Digital Solutions in a Promotional Campaign
EntrantADK Singapore, SINGAPORE
Entrant Company ADK Singapore, SINGAPORE
Advertising Agency ADK Singapore, SINGAPORE
Production Company AID-DCC Osaka, JAPAN

Credits

Name Company Position
Ronald Wong ADK Singapore Creative Director
Tominaga Noboru ADK Singapore Senior Art Director
Joy Lee ADK Singapore Senior Copywriter
Shantanu Dasgupta ADK Singapore Straegic Planning Director
Takamasa Tokumo ADK Singapore Client Service/Director
Shunichi Ogawa ADK SIngapore Managing Director
Yoko Minami AID-DCC Inc. Producer
Tominaga Yukihiro AID-DCC Inc. Founder/CEO/Executive Producer

Brief Explanation

• The campaign was centred on a mobile app that activated runners in Singapore, directing them to Pocari Sweat's Point-of-Sales i.e. 7-Eleven to purchase the beverage. • The more the runners ran, the more they were rewarded. E.g. The longest-distance runners could win a trip to a marathon in Japan. • Runners were also rewarded with tokens to play a game on the mobile app with every bottle of Pocari Sweat purchased. • Approximately 500 7-Eleven outlets were activated, making Pocari Cross Run the largest bluetooth beacon technology activation campaign ever in Singapore.

The Brief

Challenge: Singapore's isotonic category is arguably monopolised by 100 Plus that commands over 50%* of the market share. Pocari found it hard to move its sales volume. Strategy: BE THERE FIRST, BEFORE THE THIRST. We decided not just to quench thirst, but create thirst. We engaged with runners in Singapore by stoking their need to stay active and encouraging them to get thirsty. In this way, Pocari Sweat could stay on top of their minds even before they arrived at stores to purchase a beverage.

Describe the success of the promotion with both client and consumer including some quantifiable results

An overview of the impact of the initiative: • 144% YTD rise in sales volume across 7-Eleven in the 1st month of the campaign. • An avg. of 59% YTD rise in sales volume across the 3 month of the campaign. • 36,150 users have downloaded the app. • 7,471* users visited 7-Eleven with this app. • 4,522 km* were run by our app registered users. • More than S$1 mil worth of PR coverage was garnered through earned media as the campaign transcended from being a marketing initiative to a national movement for a healthier lifestyle for Singaporeans. • Campaign won a silver in the recent Mobex award for the best location-based marketing campaign. Plus, a gold and silver at Effies Singapore. All this was achieved by anchoring the brand experience in creating and rewarding thirst amongst runners while other brands were busy quenching it.

Explain why the method of promotion was most relevant to the product or service

As Pocari Sweat provides hydration post physical activities, we decided to tap into Singapore's running culture understanding that 10%* of the country’s population engage in it on a daily basis. Recognising Singapore's ultra-high smartphone penetration, we created the Pocari Cross Run mobile app that enabled runners to chart out a running course for themselves and create hydration points through 7-Eleven outlets (Pocari's POS) that coincided with their course. Using the BEACON technology to connect runners and the 7-Eleven outlets, the mobile app would prompt to rehydrate themselves with Pocari once they were near a hydration point. With every Pocari purchased, they were rewarded. Furthermore, to "create" more thirst, the reward system was such that the more you ran, the more you'd earn. Approximately 500 7-Eleven outlets were activated by the Beacon technology for three months—making Pocari Cross Run the largest bluetooth beacon activation campaign ever in Singapore.