Category: Best Use of Ambient in a Promotional Campaign
Advertiser: PEPSICO (CHINA)
Product/Service: GATORADE
Agency: DDB CHINA GROUP
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: Jason Jin (DDB China Group)
Copywriter: Jason Jin/Yinyin Wu (DDB China Group)
Art Director: Weijun Lin/Ross Luo (DDB China Group)
Producer: George Ooi (DDB China Group)
Editor: Rico Zhang (DDB China Group)
Photographer: Leslie Sim/King Kong/Wei Ke
Planner: Jenny Liu (DDB China Group)
Producer: Paddy Xu (Casesfilms)
Untold Image: Fei Ling (Untold Image)
Account Supervisor: Margaret Wu (DDB China Group)
Account Manager: Lulu Li (DDB China Group)
Production Director: James Chen (DDB China Group)
Media placement: Outdoor - Football Field - 18 July 2011
Describe the objective of the promotion.
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. Gatorade wanted to communicate its rehydration message to consumers – not just at point-of-sale, but at point-of-thirst.
Describe how the promotion developed from concept to implementation.
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 rehydrate the grass. Gatorade rehydrates the body. We created a field of Gatorade sprinklers. This idea has also been implemented to other playing fields.
Explain why the method of promotion was most relevant to the product or service.
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 their mobile phone for a free bottle of Gatorade when getting close to the sprayer.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Within 6 days, we managed to garner 780,000 mentions on Weibo (China’s Twitter), as well as features across nationwide press.