| Title | THE POWERADE CHALLENGE |
| Brand | COCA-COLA OCEANIA |
| Product / Service | POWERADE |
| Category | C01. Integrated Media Campaign |
| Entrant | NAKED 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 |
| 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 |
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.
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 went online and registered to 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
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.