Results and Effectiveness

What happened as a result of the communication activity? For the life of the campaign people used the park in a way they never had before. Some even used it to train for events such as the City2Surf fun run. How did the communication achieve the goals and influence business outcomes? With on location sampling it showed people how Gatorade could help them, rather than just telling them about it.

Creative Execution

What was the creative strategic solution? Hand pick outdoor sites to turn a park into a 1km training circuit. Describe the different channel(s) and how they worked together to maximise the campaign. We hand picked the outdoor sites and then used their existing features to tailor the exercises. For instance, benches were used for dips. Grass areas for abdominal planks and a bus shelter became a stretching station.

Insights, Strategy and the Idea

What were the business, marketing and communications objectives that lay behind the case? As the world’s No.1 Sports Drink, Gatorade didn’t want to just create a passive campaign. They wanted something that showcased their drink’s benefit. Describe the target audience and their relationship with the brand. Anyone who used Hyde Park in their lunchbreak for reading, sunbaking or anything else that didn’t get their heart rate up. Explain the unique insight that shaped the idea. Instead of telling people about the benefits of Gatorade we wanted them to experience how it could benefit them. How was it relevant to both the client and the target audience? It turned a static park and static advertising into a 1km training circuit.