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.

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%.

Nestle water is trying to grow its home water delivery business. In this competitive market, building brand preference and engaging consumers is essential. From the research, we know that consumers who care about health, pay more for water also exercise regularly, and there are more than 83 million disabled in China who consistently need home delivery service for small grocery items. Can we combine running with the daily needs of the disabled? We developed a Nestle Water charity APP.