RACE AGAINST THE MACHINES
100Plus is the market leader for isotonic drinks in Malaysia, commanding 90% of the market share. The brand has been conventionally strong with Malaysians 35 years old and above. 100Plus knows the path to growth requires improving the brand appeal for the younger generation and repositioning beyond just a sport drink. Our brief was to initiate the metamorphism with a run. So how do you use a run to widen the product’s appeal? By making it cool. Rather than a conventional run which appeals only to competitive athlete, we reimagined fun run and created a totally new experience.
100Plus is the market leader for isotonic drinks in Malaysia, commanding 90% of the market share. The brand has been conventionally strong with Malaysians 35 years old and above. 100Plus knows the path to growth requires improving the brand appeal for the younger generation and repositioning beyond just a sport drink. Our brief was to initiate the metamorphism with a run. So how do you use a run to widen the product’s appeal? By making it cool. Rather than a conventional run which appeals only to competitive athlete, we reimagined fun run and created a totally new experience.
Participants were able to sign up for the race online and choose a side for this epic battle.
More information about the event and drones was given on this website.
On D-Day, dronemasters were able to login to the website and capture the runners to gain points.
CREDITS
Title: Race Against the Machines
Agency: Mitosis
Client: 100Plus
Year: 2015-2016
Title: Race Against the Machines
Agency: Mitosis
Client: 100Plus
Year: 2015-2016
