What if Nitrocharge was not just a boot but also meant to Reboot? We re-imagined Nitrocharge as a battery, a battery so powerful that it could even run a TV channel.

Imagine watching a movie on TV which shows a car running out of gas. We used the opportunity to disrupt the broadcast and dramatize that the TV channel is drained out of energy. Enter Nitrocharge, the Reboot which saves the day by rebooting and replenishing the TV’s power source. And more importantly restoring the viewing experience for our audiences.

We repeated the feat with 4 movies belonging to the ‘Fast & Furious' Genre – disrupting the broadcast everytime there was a car slowing down or running out of energy. Nitrocharge not only owned these ‘reboot’ adbreaks but also blocked competition out.

The executions on Fox Movies reached 7.5 million young people across the region. Nitrocharge surpassed its sales objectives to secure a 55% share of all adidas football sales. Adidas retail conversion in stores during the campaign period increased by 27%.