| Title | LAWN REFRESHER |
| Brand | PEPSICO (CHINA) |
| Product / Service | GATORADE |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
| Media Agency: | HUA XING MEDIA Shanghai, CHINA |
| 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 |
Within 6 days, we managed to garner 780,000 mentions on Weibo (China’s Twitter), as well features across nationwide press.
The sprayers on a football field rehydrate 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.
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. 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.