Sports Games for All

In Taiwan, there are over a hundred joint-health products. From “international brands” to “local biotech pharmaceutical companies,” and even “radio stations” and “TV stations,” everyone is rushing to launch their own product, and all of them target “seniors” as their main audience. Because the differences in ingredients are negligible, these hundred-plus brands have fallen into a race over media budgets. As another joint-health product, “MoveFree UC-II” has a limited media budget and needs to find a more effective way to boost sales.

Joint degeneration is no longer something only older people have to worry about! Numerous medical reports point out that joint degeneration can begin as early as ages 35 to 40, and many everyday movements keep using up the knee joint’s number of uses. Even when their joints feel uncomfortable, they still don’t think they need “joint care.”

MOVEFREE is not just a product for older people; it is a guardian of Taiwanese people’s everyday activities! We decided to expand our target from “seniors” to “the general public,” differentiating ourselves from competitors and reminding everyone to pay attention to joint health.

Using the “everyday exercise” unique to Taiwan, we held the “MoveFree Sports Games for All.” We brought together the people we see all around us, scooter riders, delivery couriers, temple pilgrims, and shoppers with market baskets, to compete in the same arena. We also had professional physical therapists serve as commentators during the matches, bringing in joint-health knowledge and changing people’s perceptions.

Three super-serious workout showdowns, one after another!

[Round 1: Squat & Move]

[Round 2: Apartment Stair Climb]

[Final Round: Market-Basket Deadlift]

Before each match began, we borrowed the concept of the “sports lottery” and “betting pools,” inviting everyone on social media to predict the winner by placing bets with Likes. This got more people following the competition and reminded consumers, “So joint care is relevant to me too!”

The Sports Games for All delivered 32.52 million touchpoints for MoveFree, and many consumers who had assumed MoveFree had nothing to do with them began to discuss and follow it.

In digital-channel sales, the featured MoveFree UC-II joint-health product rose 98% over the same period last year, nearly double the sales volume!