By observing social media, we discovered that…

Some gestures or moves that are just silly, when pushed to the extreme, can come to be seen as super-cool skills.

Morewater wanted to deliver a message:

Embrace the silly, and break the boundaries to unleash your potential.

We created the most serious competition of the summer: the “Morewater Coolympic Games.” We turn nonsensical tricks with bottled water into an extreme sport. And each challenge directly involved using bottles of Morewater.

This totally fresh event let seemingly run-of-the-mill Morewater challenge the limits of nonsensical sport, to become the coolest brand in the eyes of Taiwanese youth.

We created a first-of-its-kind sports arena, designed specifically for the various Morewater Coolympic competitions.

We invited one of Taiwan’s most famous professional sports anchors to offer incisive live analysis. And we also hosted a live-stream internet broadcast, presented in the same format as a professional sports program. Internet viewers could watch the show in real-time, interact and cheer for their favorite contestants.

The competition was fierce. And the winners not only were able to stand on the summit of silly yet super cool sports, but they even had their names and pictures appear on Morewater bottles, extending the energy of the competition.

Principle broadcast platforms were: TV Commercial,Internet Demo Video, Official Event Website, Fan Page, Street Recruitment, Bottle Stickers, Outdoor Ads

Dates in details:

(4/14-5/10)

TVC: 4/14-5/4

YouTube: 4/17-4/28

FB/Instagram: 4/26-5/10

FB/YouTube (5/15-6/9)

(8/18-8/31)

The Morewater Coolympic Games attracted 880 video submissions and more than 5,800 participants. Even top-tier social media influencer Ross Smith submitted a contest entry and competed for the highest honor.

The Facebook live stream scored over 86,000 total views and over 8,000 real-time viewers. Single-month sales grew by more than 20 percent. And the campaign spawned 46 media reports, generating NT$4,600,000 in earned media.