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Gatorade - replay

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Uploaded on Jul 7, 2010

Category: Best Integrated Campaign Led by Promotion and Activation
Title: REPLAY
Advertiser/Client: GATORADE
Product/Service: ENERGY DRINK
Entrant Company: TBWA\CHIAT\DAY LA, USA
Sales Promotion/Advertising Agency: TBWA\CHIAT\DAY LA, USA
Creative Credits
Name Company Position
Lee Clow TBWA \ Chiat \ Day Global Director Of Media Arts
Rob Schwartz TBWA \ Chiat \ Day Chief Creative Officer
Jimmy Smith TBWA \ Chiat \ Day Group Creative Director
Brent Anderson TBWA \ Chiat \ Day Associate Creative Director / Writer / Creator
Steve Howard TBWA \ Chiat \ Day Associate Creative Director / Writer / Creator
Brian O' Rourke TBWA \ Chiat \ Day Senior Producer (Series & Event)
Tim Newfang TBWA \ Chiat \ Day Associate Producer
Brynn Bardacke / Amy Farias / Adam Bersin TBWA \ Chiat \ Day Group Account Director / Management Supervisor / Account Executive
Scott MacMaster / Martin Ramos / Daniel Ten TBWA \ Chiat \ Day Group Planning Director / Senior Planner / Planner
Donna Lamar, Javier Castillo, Paul Nguyen TBWA \ Chiat \ Day missionG.com Network
Jeremy Miller TBWA \ Chiat \ Day Communications Director TBWA Worldwide Managing Director
Kris Belman / V. Scott Balcerek Caviar Director
Michael Sagol / Rosanne Korenberg Caviar Executive Producer
Johanna Woollcott / Holli Hanley Caviar Producer
Adam Ballachey Caviar Director Of Photography
Donna Lamar, Javier Castillo, Paul Nguyen TBWA \ Chiat \ Day missionG.com Network
David Brenner / Rashid Ghazi / Paul Harvey Paragon Marketing Group President / Partner / Account Supervisor
Jim Motzer / Adam Tanielian Fleishman-Hillard Senior Vice President, Senior Partner
Bonnie Block / Julie Mason Fleishman-Hillard Vice President / Senior Account Executive
Bob Porcaro / Susanna Ernest OMD Group Account Director / Group Account Director Of Strategy
Describe the brief from the client:
Participation in sport drastically declines once individuals leave High School. Family, career and increasing obligations ultimately replace sport. And according to US government statistics, 7 in 10 adults over age 30 don't exercise regularly. And thus, aren't using Gatorade like they used to. Our objective was to reignite the athletic spark within this group of former Gatorade consumers.
Describe how the promotion developed from concept to implementation:
INSIGHT: No matter how great they are or how many championships they've won, every athlete has one game or moment they wish they could change the outcome of. But in sport, there are no second chances. We wondered, what if we could break this rule of sport. What if we used Gatorade to fuel second chances? EXECUTION: Gatorade brought back the original players (now in their mid 30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. We created a five part online documentary series following the players' journey.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Created news, not advertsing. Generated US$3,415,255 worth of earned media (from just US$225K in paid media.) A 14,000% ROI Game sold out in 90 minutes. Tickets fetched 6X their face value on eBay. Stadium was at full capacity with 15,000 fans attended. Regional Gatorade sales increased 63% Players vastly improved their health Named one of CNN's Top Stories of 2009. Picked up as a documentary television series by Fox Sports Net. Season 1 content aired nationally to 90 million households. Thousands of nominations from former athletes around the US have been submitted for upcoming seasons of Replay.
Explain why the method of promotion was most relevant to the product or service:
What we did was weave the DNA of our brand into the DNA of culture to find more authentic connections with our audience. Our actions spoke louder than our words: 1. Getting people to experience what the Gatorade brand stands for -- A Catalyst for Athletic Achievement. 2. Demonstrating Gatorade's functional reason for being -- Fueling Athletic Performance. This promotion wasn't just another page from the same Gatorade marketing playbook of the past. It was more than simply saying something from the TV. It was about getting off the couch and doing something.

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