Case Study: The Go Player Challenge Pack

Project: The Go Player Challenge Pack
Creative agency: FCB SHANGHAI
Client: Go Player

https://youtu.be/ns2gqefDjX4

Challenge

Go Player is a new energy drink that was recently introduced to the China market with low awareness and limited distribution.

The energy drink market in China is dominated by Red Bull, with 47% volume share, and the rest of the pie is occupied by the local beverage brands such as the market leader of bottled water, Nongfu Spring (Source: Sports and Energy drinks, China Mintel July 2014).

While Red Bull dominates the on-trade channels (clubs and bars) and local players occupy the retail space, there are very few opportunities for a new brand like GO PLAYER.

Idea

Go Player decided to use a unique way to get to their main target: sports lovers. The solution was to create a Go Player Challenge Pack: a series of bottles with specially designed caps.

On every cap, there is a number indicating the strength needed to open it. The larger the number, the more power required to open up the bottle. These special packs are placed on top of the dumbbell racks in gyms. Even opening a bottle of drink can be a real challenge.

Result

After the launch of the challenge pack, the campaign successfully generated buzz on social media. People took pictures of the bottles and filmed themselves trying to open them.

Consumers were curious about which brand was behind the challenge and where they could buy it for themselves.

The public demand drove the launch of GO PLAYER on the shelves of one of China’s biggest convenience stores: FamilyMart.

Credits:
Project Name: The GO PLAYER Challenge Pack
Creative Agency: FCB SHANGHAI
Client: Go Player
Chief Creative Officer: Feiwei
Group Creative Director: David Seah
Creative Director: Lay Xie, Kevin Jiang
Art Director: Edward Cheung, Roger Fang
Copywriter: Lemon Xie
Account Director: Valerie Auyoung
Senior Marketing Manager: Rannie Lin
Traffic Manager: Ken Wang
Producer: Helen Xu, Nicole Xia
Film Production: Attic
Print production: Ucan Prduction
Retouching: Shanghai E-ju Culture Communication