| Title | GATORADE FIGHT AT NIGHT |
| Brand | PEPSICO CHINA |
| Product / Service | GATORADE |
| Category | C01. Integrated Campaign Led by Promo & Activation |
| Entrant | TRIBAL DDB SHANGHAI, CHINA |
| Entrant Company | TRIBAL DDB SHANGHAI, CHINA |
| Advertising Agency | TRIBAL DDB SHANGHAI, CHINA |
| Media Agency | VGO Shanghai, CHINA |
| PR Agency | BLUEFOCUS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Zae Tein | DDB Group Shanghai | Business Director |
| Coobe Leung | DDB Group Shanghai | Creative Director |
| Peter Pan | DDB Group Shanghai | Senior Project Manager |
| Ava Zhu | DDB Group Shanghai | Account Manager |
| Borong Liu | DDB Group Shanghai | Senior Copywriter |
| Peter Bian | DDB Group Shanghai | Senior Art Director |
| Sophia Zhang | DDB Group Shanghai | Account Executive |
| Weidu Yuan | Yuan Wei Du Culture Communication | Founder |
Even though many people in China love to watch soccer, most of them barely find time to play. Prior to the World Cup matches kicking off around mid-night, Gatorade spurred people to go out and first kick the game themselves, therefore riding on the momentum of the soccer season. More generally, we wanted to spark people’s fervor for life and sports, while experiencing Gatorade’s sports spirit.
An illuminated soccer field was built. With three versus three matches, for 20 days, over 600 hours were played. Sporty consumers were invited to book a free evening soccer field through the Gatorade PC or mobile site, which automatically placed consumers into teams, inviting them to Fight at Night. By letting people play soccer, FIGHT AT NIGHT successfully re-ignited Chinese people’s passion for having a sporty, active life.
On social media #FIGHT AT NIGHT became a trending topic. The campaign reached out to a massive 18 million people. Offline: some 600 soccer games were played, 380 teams were formed and 7300 people participated. With the viral video receiving 11.5 million views, the interaction rate on Sina Weibo and WeChat surpassed a staggering 3.1 million. Traffic to the mobile and PC site reached 2.661.164 clicks, while BBS discussion boards saw traffic rising to more than 710.000 comments. More than 50 prominent media outlets reported on the event, by which media value soared to up to 10 million RMB.
Gatorade as professional sport drink wanted to ride on the momentum of World Cup. We found more of Chinese people are just watching football matches rather than playing it. So A brand new football playing narrative (New Time, New Location and New Style) was brought to life by Gatorade’s campaign. The New Time proposed that people could go out and play football at night, ; An illuminated football field in unbelievable locations ; and an innovative booking system, consumers can win free devices to build up their own night football field and automatically find teammates.