Coway Run 2020: Change The Game

Agency

Grey Malaysia

Client

Coway Malaysia

Product/Service

House Electrical Appliances

Brief

Back during the height of the pandemic, lockdowns and enforced isolations created an increased desire for social interaction. With nowhere to go, much of the world – including Malaysians – turned to the immersive world of gaming. How did Coway utilise this explosive growth of gaming to encourage Malaysians to be healthy while fulfilling the need for human interaction?

Solution

We combined the world of gaming with the act of running. Thus, Coway’s first virtual run was born. Harnessing nostalgia as a powerful tool to induce optimism, the design language utilised classic 8-bit styling reminiscent of early arcade and console games.

The gaming concept didn’t stop at visual execution but extended to the mechanics. A level-up system encouraged runners to unlock virtual badges for every distance milestone reached. And to keep activity high throughout the run period, Boss Fight Sundays included mini challenges in which they could win bonus prizes. By the end of the month, Coway Runners ended up collectively covering over 100,000km.