Double Ball by Ogilvy & Mather Bogota for Powerade

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Double Ball

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Industry Soft Drinks
Media Case study
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Diego Cardenas, Camilo Ruano - Andres Hernandez, John Raúl Forero Juan José Posada, Ivan Rivera, Mauricio Guerrero
Art Director Andres Lamprea
Copywriter Luis Gabriel Ramírez Ivan Rivera Jorge Villareal, Ivan Mejia, Luis Gabriel Ramírez - Iván Rivera - Jorge Villarreal, Daniel Rincón
Released May 2012

Awards

Clio Awards, 2013
Out of Home Other Bronze

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: COCA-COLA COLOMBIA
Product/Service: POWERADE ION4
Agency: OGILVY & MATHER COLOMBIA
Chief Creative Officer: John Raul Forero (Ogilvy & Mather)
Head Of Art: Juan Pablo Alvarez (Ogilvy & Mather)
Creative Director: Juan Jose Posada (Ogilvy & Mather)
Creative Director: Luis Gabriel Ramirez (Ogilvy & Mather)
Creative Director: Andres Lamprea (Ogilvy & Mather)
Creative Director: Camilo Ruano (Ogilvy & Mather)
Creative Director: Ivan Rivera (Ogilvy & Mather)
Creative Director: Mauricio Guerrero (Ogilvy & Mather)
Creative Director: Diego Cardenas (Ogilvy & Mather)
Copywriter: Luis Gabriel Ramirez (Ogilvy & Mather)
Art Director: Andres Lamprea (Ogilvy & Mather)
Copywriter: Ivan Mejia (Ogilvy & Mather)
Copywriter: Jorge Villareal (Ogilvy & Mather)
Copywriter: Daniel Rincon (Ogilvy & Mather)
Agency Producer: Gala Vence (Ogilvy & Mather)
Agency Producer: Patricia Mendez (Ogilvy & Mather)
Producers: Nicolas Bravo (Ogilvy Action)
Film Producers: Nicolas Reyes/Alexis Duran (Imaginaria Films)
Account Manager: Manuel Estrada (Ogilvy & Mather)
Media placement: Activation - Activation - 10 Oct

Describe the objective of the promotion.
In 2011 Powerade launches its new ION 4 formula in Colombia, with 2 more ions than its competitors. However, it was very hard to make the consumer understand what it means to have these two additional ions, what their benefits are. To make it tangible, we created Powerade Double Ball, the world’s first soccer match with two balls, in which the players had to run twice as much, make a double effort and get double hydration.

Describe how the promotion developed from concept to implementation.
Powerade is a brand that does not have a large budget for traditional media. That is why we had to conduct the event in an impacting way. We decided to build our idea in the main functional value of our product: the double ion, and use a sport that was widely followed by amateur sportsmen: soccer. We created the world’s first soccer match with two balls. The chosen teams: the two most important teams from the amateur soccer tournament in Colombia. To spread knowledge of this event, we called out the fans and other sports teams.

Explain why the method of promotion was most relevant to the product or service.
Making the decision of breaking the rules of the world’s most popular sport is something that undoubtedly caught our consumer’s attention. The public was also able to see, live, how a double effort was demanded from the athletes, and how they reached double performance thanks to Powerade’s double ION.

Describe the success of the promotion with both client and consumer including some quantifiable results.
2,199,026 people were impacted on free and digital media.
This activity was so innovative that the main sports networks, FOX and ESPN, covered the entire event.
Our awareness increased by 98%
We increased our share from 5% to 15%

Given the event’s success, we will soon be launching Double Ball – Basketball.