Gatorade DM DAY VS NIGHT by BBDO Buenos Aires

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Industry Soft Drinks
Media Direct marketing
Market Argentina
Agency BBDO Buenos Aires
Director Lucas Shannon
Art Director Bruno Futuro Acanfora
Copywriter Ariel Pablo Abramovici
Released October 2010

Credits & Description

Category: Product Launches
Advertiser: PEPSICO
Product/Service: GATORADE
Date of First Appearance: Oct 29 2010
Entrant Company: BBDO ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Directors: Ramiro Rodriguez Cohen / Rodrigo Grau (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Art Director: Bruno Acanfora (BBDO Argentina)
Copywriter: Ariel Abramovici (BBDO Argentina)
Account Director: Daniel Albamonte (BBDO Argentina)
Head of Production: Veronica Zeta (BBDO Argentina)
Creative Producer: Andy Fogwill (Landia)
Production Company: (Kirameki Tokio)
Advertiser Supervisor: Federico Blutghen/Hernan Tantardini/Martín Watson (Pepsico)
Interactive Copywriter: Diego Levi (BBDO Argentina)
Interactive Strategy Producer: Verónica Conti (BBDO Argentina)
Account Executive: Paz Goicoa (BBDO Argentina)
Director: Lucas Shannon (Landia)
Executive Producers: Claudio Amoedo/Nico Cabuche (Landia)
Photography Director: Charly Ritter (Landia)
Media placement: DIGITAL - / Twitter Accounts #run By Day, #run At Night - Oct 29 2010
Media placement: OUTDOOR - billboards - National Outdoor Circuits - Nov 1, 2010
Media placement: PRINT - Sports Magazines And National Newspapers - Nov 5, 2010
Media placement: TV- trailer - ESPN - Nov 15, 2010
Media placement: TV- documentaries - ESPN - Dec 1, 2010
Media placement: OUTDOOR- First Race - Street Race In Buenos Aires (Argentina) And Tokio (Japan) - Dec 4, 2010
Media placement: TV - Special - ESPN - Dec 4, 2010
Media placement: OUTDOOR - The Revenge Race - Street Race In Mar Del Plata, Argentina - Jan 10, 2011
Media placement: TV - Special - ESPN - Jan 10, 2011

Describe the brief/objective of the direct campaign.

Running has become a national phenomenon in Argentina with 5 out of 10 people running twice a week. Training is becoming professionalized.
Gatorade wanted to connect in a relevant way. A simple insight was needed. An observation was the big spark: some people prefer to run during the day, some at night. Further investigation (150 one-on-one interviews) revealed that runners have a strong connection with his or her own “light”: day or night is not the same. It’s part of their DNA as runners.
We wanted runners to be part of the Gatorade community both as consumers and as spokespeople.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We introduced the Day and Night flavours and the Day vs Night challenge: two sides of the same coin.
Challenge: Santiago Amigo (Buenos Aires) and Takuma Takei (Tokyo); facing off in a race at the same moment in time. One running during the day the other at night.

Via a digital platform people could support them. Thousands of runners responded sharing feelings and views on day and night running, and turned to Gatorade day and night flavours while training.

The Day and Night insight was transformed into a product and a content platform to be consumed, lived and amplified.

Explain why the creative execution was relevant to the product or service.
The Challenge between Santiago Amigo and Takuma Takei would never have been possible without Gatorade Day and Night. Both flavours and what they stood for were behind them as they ran as Day and Night Ambassadors, while representing the entire community of runners. The same goes for the revenge: The first challenge was over but not the story as the piton was passed to 10,000 people who ran proudly representing day or night and all the while hydrating with the corresponding day or night flavours.

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.
In only 6 weeks, sales of Gatorade Day& Night surpassed an already aggressive 4 months volume forecast.
300,000 unique visitors from 54 countries followed the challenge every step of the way on Gatorade’s website. 12,000 people followed the race live via twitter. ESPN specials of the challenge and the 10K (revenge) were aired 6 and 5 times, respectively, to meet the overwhelming demand and response of the public. Gatorade Challenge videos on ESPNPLAY.COM have been the site’s most viewed videos for more than 3 months!. 3000 “Day tweets” sought revenge when Takuma, the night ambassador, won the challenge. 3 million people talked about Day vs Night via Twitter.