D.I.Y STREET BASKETBALL by DDB Shanghai for Gatorade

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D.I.Y STREET BASKETBALL

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Industry Soft Drinks
Media Direct marketing
Market China
Agency DDB Shanghai
Director Sebastien Zhang
Art Director Victor Ng, William Zhang
Copywriter Xiaole Han, Billy Deng
Producer Vincent Chen
Photographer Alex Chen, A.g. Chen
Illustrator Nie Lang
Editor Lion Xing
Released April 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: PEPSICO
Product/Service: ENERGY DRINK
Agency: DDB CHINA GROUP
Date of First Appearance: Apr 8 2011
Entrant Company: DDB CHINA GROUP, Shanghai, CHINA
Chief Creative Director: Michael Dee (DDB China Group / DDB Shanghai)
Executive Creative Director: Victor Ng (DDB China Group / DDB Shanghai)
Creative Director: Billy Deng (DDB China Group / DDB Shanghai)
Copywriter: Xiaole Han/Billy Deng (DDB China Group / DDB Shanghai)
Art Director: William Zhang/Victor Ng (DDB China Group / DDB Shanghai)
Illustrator: Lang Nie (DDB China Group / DDB Shanghai)
Photographer: Alex Chen (DDB China Group / DDB Shanghai)
Agency Producer: George Ooi (DDB China Group / DDB Shanghai)
Account Manager: Judy Chen/Margaret Wu (DDB China Group / DDB Shanghai)
Print Production: Jacqueline Wu/James Chen (DDB China Group / DDB Shanghai)
Photographer: A.G. Chen (Duo Image)
Producer: Vincent Chen (CTV Bridge Animation)
Director: Sebastien Zhang (CTV Bridge Animation)
Editor: Lion Xing (CTV Bridge Animation)
Media placement: AMBIENT - Streets In Shanghai - 8 April 2011

Describe the brief/objective of the direct campaign.
Our target consumers are teenagers who lead an active sports lifestyle. They are hardly accessible via traditional media.

Basketball has been identified through research as the one sport that youths feel most passionate about. But in Shanghai, the ratio of people to public basketball courts is an abysmal 10,000 to 1.

Gatorade wanted to change that and give every player a place to play. And indirectly create opportunities for them consume its thirst-quenching products.

Our total advertising and production budget to achieve this ambitious goal? $10,000. Which was barely enough to construct even ONE basketball court.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a simple “D.I.Y Streetball Kit” which could be easily assembled anywhere by anyone. 200 of these were produced and distributed them to streetball lovers via online application.
And they did the rest.
Power poles, brick walls, trees, traffic lights and assorted street furniture were transformed into basketball hoops.
Having constructed their very own basketball playgrounds, teenagers became an advertisement themselves when they played the game in unlikely locations -- it was not just a game, it was more like a spectacle.
Street basketball became basketball streets. We sent the kit out as direct mailers to community centres which gave them to these children, and the campaign took life.

Explain why the creative execution was relevant to the product or service.
Our creative idea came from the fact that active teenagers are also highly creative; they enjoy the thrill and satisfaction of creating their own solution to the problem.

With that insight, we realized our effort would be more effective if we simply provided them with the means to solve the problem of scarce basketball playgrounds.

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.
We turned a low budget of $10,000 into 200 wholly owned, fully targeted media placements.
These were exposed to 2 million people and engaged over 40,000 people in street basketball.
$10,000=200 basketball courts+2 million audience+40,000 ballers+immeasurable passion for street basketball
Most importantly, Gatorade became perceived as the brand that champions the unconventional spirit of street basketball.