THE POWERADE CHALLENGE

Silver Spike
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TitleTHE POWERADE CHALLENGE
ClientCOCA-COLA OCEANIA
Product / ServicePOWERADE
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantNAKED COMMUNICATIONS Auckland, NEW ZEALAND
Entrant Company:NAKED COMMUNICATIONS Auckland, NEW ZEALAND
Advertising Agency:NAKED COMMUNICATIONS Auckland, NEW ZEALAND
Media Agency:IKON COMMUNICATIONS Auckland, NEW ZEALAND

Results and Effectiveness

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%. At Powerade we believe that action speaks louder than words.

Creative Execution

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. To ensure participants were taking the challenge seriously we got the world famous All Blacks involved, they set the times for people to beat and gave the idea true social currency. 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 TVC people visited the website, they registered 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

Insights, Strategy and the Idea

Powerade is New Zealand’s leading sports drink and seven times bigger than its closest competitor. In such circumstances its difficult to find new ways to grow, which is why Powerade focused on getting its loyal drinkers to use the product more often. The target audience was sportsmen with a ‘weekend warrior’ attitude. They are committed to staying fit and have a fiercely competitive streak. Whilst highly respecting Powerade they believed it was best used for “Performing at your Peak”, consequently they were only drinking it on game days. To grow sales we wanted to build Powerade into their training regimes. We didn't want to 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.

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 Directors
Nick Harvey NZ Sponsorship Agency Director
Marie Hodson NZ Sponsorship Agency Account Manager Executive
Nicole Stanbury NZ Sponsorship Agency Account Executive