Gatorade Case study THE HEART OF PUERTO RICO by J. Walter Thompson San Juan

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THE HEART OF PUERTO RICO

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Industry Soft Drinks
Media Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Andrés Justo
Copywriter Fábio Seidl
Designer Daniel Vicente
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: PEPSICO
Product/Service: GATORADE
Agency: JWT SAN JUAN
Date of First Appearance: Jul 18 2010
Entry URL: http://www.yosoy100x35.com
VP Regional Creative Director: Jaime Rosado (JWT San Juan)
Copywriter: Lizette Morazzani (JWT San Juan)
Art Director: Andrés Justo (JWT San Juan)
Interactive CD: Manuel Torres (JWT San Juan)
Interactive copywriter: Pablo Torres (JWT San Juan)
Interactive producer: Claudio Chea (JWT San Juan)
Designer & animator: Juan C. Montes (JWT San Juan)
Designer: Daniel Vicente (JWT San Juan)
Agency producer: Noro Sebastián (JWT San Juan)
Sound engineer: Carlos Dávila (JWT San Juan)
Technology assistant: Mizael Morales (JWT San Juan)
Programmer: MDI (MDI)
Account Director: Ileana Figueroa (JWT San Juan)
Account Executive: Miguel Souss (JWT San Juan)
Media placement: TV - Telemundo PR - July 18, 2010
Media placement: INTERNET - Internet - July 18, 2010
Media placement: Mobile - Mobile - July 18, 2010

Describe the campaign/entry
How do you measure the humility of an athlete? How do you measure his desire to succeed? How do you measure his pride during the region’s most important sports competition? Through his heart. During the 2010 Central American and Caribbean Games, Gatorade took a country on a journey, inside the heart of its most beloved athlete, Jose Barea. NBA player, delegate chosen to carry the national flag, and Puerto Rico’s biggest hope to lead the national basketball team to win the gold medal.
We placed a strap on Barea’s chest that measured his heartbeat, respiration, temperature and activity. And assigned the heartbeats an emotional meaning: euphoric, enthusiastic, excited, and calm. The vitals were transmitted LIVE through television, internet, and mobile during the athlete’s most emotional moments: while he carried his national flag in the opening ceremony, and when he carried the national team to victory and received his gold medal.

Describe how the campaign/entry was launched across each channel in the order of implementation
We utilized TV, print and outdoor to communicate the date of the two activations and to drive people to the website and register. We sent email drops as teasers and participated in radio integrations on those stations targeted at sports fans. We created a Facebook page and Facebook ads. We partnered with the network that had exclusive rights to the games, which included live mentions of our activation. We handed out flyers and specially designed t-shirts at sporting events prior to the games. We also placed POP material at places where Gatorade was sold. For the execution itself we made use of TV, internet and mobile to transmit Barea’s feelings. Cell phones helped us get into the stadiums putting the heart of Barea and the Gatorade brand literally into the hands of consumers.

Give some idea of how successful this campaign/entry was with both client and consumer
Over 300,000 households saw Barea’s emotions via television. Over 60,000 people visited the web and mobile site. Gatorade claimed the image of innovation and achieved more one on one engagement with consumers than any other brand during the games, including official sponsors. We even inspired a new nickname for Barea, “The Heart of Puerto Rico”.
Our client also won the Smile for Excellence Award, the highest recognition for the region that honors those who helped PepsiCo further its commitment to achieve world-class performance. But most importantly Gatorade was able to prove that a country’s favorite athlete had heart.