100PLUS want to reposition the brand from a isotonic drink to lifestyle product without diluting its sports roots. Rather than preaching about it, we thought the best way was to enable consumers to experience the change. We created a run targeting casual runners, the first of it's kind - where runners compete against drones controlled by online users from a website. The experience manage to shift the brand perception. Post event, the brand witness significant brand uplift and engagement from target audience. From a sleepy ageing brand stressing on sport performance, to a everyday covetous thirst quencher.

Runners and drone masters were recruited via YouTube video and online banners to register online. Each runner is given an unique barcode which is affixed onto their running attire. The runners must reach the end destination without losing more than 3 lives. How do they lose their live? Flying above the runners are 4 Hexacopter drones with cameras, streaming the video feed to a website. Drone masters can login into the website and take control of the drone’s camera turret to scan/capture as many barcode/live as possible.

100PLUS enjoy a massive revival. During and after the campaign, brand awareness grew rapidly. The campaign achieve 29 million reach, consideration improve drastically as well - the otherwise lukewarm reception on social media (target audience primary media consumption channel) improve more than 300% in terms of organic mentions. Consumers expressed surprised that they didn’t expect an event so cool for such an ageing brand, more than 14 press titles covered the event. 2 months after the event, website traffic and social engagement continue to be 31% better than pre-event performance. Brand health increases by 15% after the event.