Cannes Lions

JOG FOR TWO LIVES

PUBLICIS SHANGHAI, Shanghai / NESTLE / 2014

Presentation Image
Case Film
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Nestle Water home delivery (NWHD) is building the brand preference through a charity campaign. With long-term sponsorship of running, we decided to expand NWHD from the current running group to influence more people.

Meanwhile, China has more than 83 million disabled people who have difficulty with grocery shopping. The disabled tend to be withdrawn and reclusive in the large cities, due to their physical constraints. Why not ask runners to help disabled people while doing their exercise?

This campaign encourages runners, also users of Nestle Water to help others, without much inconvenience. Communicating with the public makes a good PR campaign.

An APP is designed to allow runners to connect with disabled people; all registered runners can search for these people and their requests in their running routes. Once the identification is done, the APP will lead runners to help these individuals. They can also share their experience on SNS to invite more participants.

This activity started in Dec. 2013 in Shanghai, and obtained 1311 participants within two months’ time; and completed 18399 tasks. End of Feb. 2014, it reached 2000+ registers in Shanghai. The program will kick off in Guangzhou and Beijing later. Compared to the same period last year, Nestle Water home delivery business increased sales by 12%.

Execution

A QR code on the package was designed for runners and disabled people to download an APP. When runners define their sports routes on the APP, the disabled along the routes can send their needs to ask for help. Runners can decide how to help and the APP will lead runners to the disabled persons after the identification is done. They can even share in social media to invite more people.

Outcome

This activity started on Dec. 2013 in Shanghai, attracting 1311 participants within two months’ time, and completed 18399 tasks. End of Feb. 2014, it reached 2000+ registers in Shanghai. The program will kick off in Guangzhou and Beijing later. Compared to the same period last year, Nestle Water home delivery business increased sales by 12%.

Similar Campaigns

12 items

Skittles 2022 CNY – Age the Rainbow, Taste the Rainbow

ESSENCEMEDIACOM, Guangzhou

Skittles 2022 CNY – Age the Rainbow, Taste the Rainbow

2023, SKITTLES

(opens in a new tab)