Coway Run 2022: Unite to Create
8. Brand Experience & Activation Kancils [8.12 Creative Effectiveness: Brand Experience & Activation]
×
![]()
×
![]()
Links:
Product/Service:
House Electrical Appliances
Client:
Coway Malaysia
Brief:
One of the nation's beloved marathon events, Coway Run, is back for the 6th year. With similar runs and marathon events sprouting in 2022, how will Coway '“ a Korean water and air purifier brand, continue its successful ascent in launching another marathon event that will garner more participation and excitement among the public?
Solution:
Malaysia and the world were emerging from its cocoon of safety to experience the tentative joy of endemic life. Marathoners, in particular, were itching to return to on-ground runs. And we worked hard to deliver: a hybrid Coway Run that united people in a feel-good act for real change. Coway Run 'Unite to Create' has two major components:Virtual Runners submit their GPS running tracks online, which are transformed by local artists into NFT-minted art pieces.Physical An on-ground running event combined with an art bidding event for the NFT-minted art pieces that raise funds for partnered charity groups.
