Category

Award

THE POWERADE CHALLENGE

ClientCOCA-COLA OCEANIA
ProductPOWERADE
EntrantNAKED COMMUNICATIONS Auckland, NEW ZEALAND
Type of EntryIntegrated
TitleTHE POWERADE CHALLENGE
Product/ServicePOWERADE
Entrant Company:NAKED COMMUNICATIONS Auckland, NEW ZEALAND
Advertising Agency:NAKED COMMUNICATIONS Auckland, NEW ZEALAND
Credits
Name Company Position
Matt O'Sullivan Naked Communications Director
Augusta Grayson Naked Communications Senior Communications Planner
TeRoi Dodson Naked Communications Communications Planner
Delina Shields Coca-Cola Oceania Marketing Manager
Tracy Evans Coca-Cola Oceania Brand Manager
Penelope McKenzie Coca-Cola Oceania Project Manager
Nick Lowe Satellite Media Managing Director
Robin Arnold Satellite Media Digital Detail
Malcolm Fell Satellite Media Technical Director
Tom Davidson Ikon Media Managing Partner
Chantelle Hurndell Ikon Media Communications Manager
Jeremy Hooper Ikon Media Communications Co-ordinator
Rupert Price Ogilvy Advertising Head of Planning
Nikki McKelvie Ogilvy Advertising Client Services Director
Saya Tran Ogilvy Advertising Senior Account Director
Damon O'Leary Ogilvy Advertising Executive Creative Director
Dave Nash Ogilvy Advertising Creative Director
Nick Harvey NZ Sponsorship Agency Director
Marie Hodson NZ Sponsorship Agency Account Manager
Nicole Stanbury NZ Sponsorship Agency Account Executive

Describe the campaign/entry:

To grow Powerade's share of the sports drink market we targeted its most loyal users. We wanted to them to believe that it was more than just a game day drink, but something they could also train with. We couldn't just talk about it – we wanted to get people involved in a way like never before. The strategy was to create a Pathway to Peak Performance where sports people could train with Powerade and experience the benefits for themselves. We named it the POWERADE CHALLENGE. The POWERADE CHALLENGE came to life in the form of a fully interactive outdoor fitness course, where sports people could train and compare themselves to each other, and the All Blacks - the world famous rugby team.

Give some idea of how successful this campaign/entry was with both client and consumer:

Having the All Blacks as a comparison captured peoples' imaginations and created massive social currency. The Powerade Facebook page was inundated with people comparing their time and challenging their friends to do the course. In the first five weeks 1 in 12 within our core target had signed up to the POWERADE CHALLENGE. Massive amounts of media buzz – one of New Zealand’s biggest TV networks signed up to the challenge and provided free PR coverage Most importantly Powerade’s monthly sales went from -3% to +11%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Television, Out of home and Digital worked together to create a real world experience where people 'pounded the pavement' to then compare, share, and compete for 'bragging rights'. The course was designed with the help of Nic Gill, the All Blacks strength and conditioning coach, and worked like this: • With the help of a 45sec TVC people visited Powerade.co.nz and registered to received an RFID bracelet to wear while running the course • People registered online and received a Powerade RFID bracelet to wear while running the course • RFID technology enabled outdoor media to encourage participants as they ran the course • Ambient media marked the route and reminded sports people of who they were competing against • Running times were automatically posted to an online leader board • Specialized vending machines gave runners free bottles of Powerade to rehydrate • Social media provided the means to spread the word and share performances