Pepsi DM, Case study THE HEART OF PUERTO RICO by J. Walter Thompson San Juan

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Industry Soft Drinks
Media Direct marketing, 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

Advertiser: PEPSICO
Product/Service: PEPSI
Date of First Appearance: Jul 18 2010
Entry URL:
Vice President / Regional Creative Director: Jaime Rosado (JWT)
Copywriter: Lizette Morazzani (JWT)
Art Director: Andrés Justo (JWT)
Interactive Creative Director: Manuel Torres (JWT)
Interactive Copywriter: Pablo Torres (JWT)
Interactive Producer: Claudio Chea (JWT)
Designer / Animator: Juan C. Montes (JWT)
Designer: Daniel Vicente (JWT)
Agency Producer: Noro Sebastián (JWT)
Sound Engineer: Carlos Dávila (JWT)
Technology Assistant: Mizael Morales (JWT)
Programmer: MDI (MDI)
Account Director: Ileana Figueroa (JWT)
Account Executive: Miguel Souss (JWT)
Media placement: TV - Telemundo PR - July 18, 2010
Media placement: INTERNET - Internet - July 18, 2010
Media placement: Mobile - Mobile - July 18, 2010
Describe the brief/objective of the direct campaign.
The Central American and Caribbean Games, the region’s most important sports competition, were key to Gatorade. Powerade, its main competitor, was an official sponsor and Gatorade was not, so they presented the following challenge: Achieve contact with their target audience inside and outside of the event without placing branding or stepping on the games physical grounds. And make Gatorade look like an official sponsor. The target audience is not necessarily compiled of existing customers. The campaign should be focused on sports fans and athletes.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Gatorade found a way to get inside the games through the heart of Puerto Rico’s most beloved athlete, Jose Barea. NBA player, delegate chosen to carry the flag, and the country’s biggest hope for a 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. The vitals were transmitted LIVE through television, Internet, and mobile during his most emotional moments of the games: when he carried the flag in the opening ceremony, and when he carried the national team to victory and received his gold medal.
Explain why the creative execution was relevant to the product or service.
With this execution we were able to communicate directly with the consumer through the living breathing heart of the country’s most loved athlete, Barea. Via internet, and especially mobile, Gatorade placed the heart of the athlete literally in the hands of every person. Also, it overcame the obstacle of not being a sponsor and not being able to step on the games grounds. Users linked to the social media effort, could follow every heartbeat, via Twitter and Facebook as well as interact and comment while they watched the national team’s matches and Barea’s most emotional moments of the games.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 300,000 households came in contact with Barea’s emotions. Over 60,000 people followed them through social media, and the internet and mobile sites. Gatorade achieved more buzz than any brand during the games and even managed to inspire a new nickname for Barea: “The Heart of Puerto Rico”.