GATORADE LAWN REFRESHER

TitleGATORADE LAWN REFRESHER
BrandPEPSICO
Product / ServiceGATORADE
CategoryA09. Environmental Design
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Design/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA

Credits

Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Jason Jin DDB China Group Creative Director
Jason Jin/Yinyin Wu DDB China Group Copywriter
Weijun Lin/Ross Luo DDB China Group Art Director
George Ooi DDB China Group Producer
Rico Zhang DDB China Group Editor
Leslie Sim/King Kong/Wei Ke Photographer
Jenny Liu DDB China Group Planner
Paddy Xu Casesfilms Producer
Fei Ling Untold Image Producer
Margaret Wu DDB China Group Account Supervisor
Lulu Li DDB China Group Account Manager
James Chen DDB China Group Production Director

Brief Explanation

As a professional Sports beverage, “Mizone” is Gatorade’s direct competitor. Compared to our competition’s huge media investment. Gatorade’s marketing budget is small in China.

The Brief

Gatorade wanted to communicate its rehydration message to consumers – not just at point-of-sale, but at point-of-thirst.

How the final design was conceived

With this challenge in mind, we used the environment as our medium, creating special outdoor ads to communicate to our core customer base generating huge talk value. The sprayers on a football field rehydrates the grass.Gatorade rehydrates the body. We created a field of Gatorade sprinklers. With strong affiliation with the major telecommunications companies, China Mobile enables marketers to locate their targets in a specific area via location based MMS advertising. consumers would receive a digital coupon via mobile phone for a free bottle of Gatorade when getting close to the sprayer. This idea has also been implemented to other playing fields.

Indication of how successful the outcome was in the market

Within 6 days, we managed to garner 780,000 mentions on Weibo (China’s Twitter), as well features across nationwide press.