| Title | THE POWERADE CHALLENGE |
| Brand | COCA-COLA OCEANIA |
| Product / Service | POWERADE |
| Entrant | NAKED COMMUNICATIONS Auckland, NEW ZEALAND |
| Entrant Company: | NAKED COMMUNICATIONS Auckland, NEW ZEALAND |
| Advertising Agency: | NAKED COMMUNICATIONS Auckland, NEW ZEALAND |
| 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 |
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.
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%.
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