100Plus is a leading isotonic drink brand in Malaysia with 90% market share but appeals mainly to older consumers. To grow, it launched an interactive fun run event using drones to "hunt" runners and capture their barcodes for points, engaging 3,000 runners and 800 drone operators in the first ever event of its kind. The innovative event was a success in repositioning 100Plus to younger audiences.

2. OBJECTIVE

3. 100Plus is the market leader
for isotonic drinks in Malaysia,
commanding 90% of the market share

4. The brand has been conventionally strong
with Malaysians of age 35 and above.

5. 100Plus knows that the path to growth
requires the company to improve its brand appeal
to the younger generation by repositioning
it to be more than just a sports drink

6. EXECUTION

7. We decided to launch a
brand new concept named . . .

9. Instead of organising a conventional run which
appealed mostly to competitive athletes,
we reimagined fun run and created
an entirely new experience

10. On the event day, runners were given
a personalised barcode that contained
their three “Lives”, instead of the usual
race numbers

11. The objective was to cross
the finish line with at least
one “Life” remaining

12. To reach the finish line, participants had to dodge,
outrace and evade detection from airborne drones
which were set loose to hunt them down

13. Each drone came with searchlights
and high definition video cameras and
had six electric-powered propellers that
allowed it to accelerate up to 57km/h

14. Participants who could not come
to the event were still able to join
the run as a “drone masters”

15. We allowed them to operate
the video cameras attached
to the drones from the comfort
of their homes

16. Their task was to capture the runners by
taking snapshots of their barcodes

17. . They were each given 25 shots of fire from
the bot cameras and every runner’s barcode
that was captured would earn them points

18. RESULTS

19. 3,000 runners and more than 800 registered
drone masters participated in this first in the world
fun run event. We collectively made this event
a roaring success

21. THANK YOU FOR
READING