Gatorade Promo, Case study INVISIBLE BENCH by BBDO Santiago

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Industry Soft Drinks
Media Promo & PR, Case study
Market Chile
Agency BBDO Santiago
Executive Creative Director Joaquin Bascunan
Creative Director Ingrid Lira, Cristián Ulloa, Jorge Espinoza
Art Director Mauricio Muñoz, Gonzalo Palaveccino
Copywriter Matias Lopez, Ignacio Chaparro
Released February 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: ECUSA
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: BBDO CHILE, Santiago, CHILE
Executive Creative Director: Joaquín Bascuñán (BBDO Chile)
Creative Director: Ingrid Lira (BBDO Chile)
Copywriter: Matías López (BBDO Chile)
Copywriter: Ignacio Chaparro (BBDO Chile)
Art Director: Mauricio Muñoz (BBDO Chile)
Art Director: Gonzalo Palaveccino (BBDO Chile)
Media placement: Mpeg / Jpg - Outdoor (Parks) - 19/02/2010

Results and Effectiveness
Next to the benches there was a sign that read: Don't Stop - Gatorade. These benches were placed on several parks around the city, and also appeared as graphic advertisements on magazines. The idea was to represent the invisible benches as a contribution by Gatorade to all the people who were training for the Great Marathon of Santiago de Chile. This message worked as the basis for communication of the entire advertising campaign on traditional media, where runners were invited to prepare themselves for the Santiago Marathon. People were able to perceive that Gatorade was a drink for all training runners and not only for professionals in the sport.

Creative Execution
The creative solution was to make invisible benches, which were really seats that blended into the landscape when someone was approaching them frontally. This resulted in benches that runners saw from afar but then disappeared when runners approached them head on, due to an optical illusion.

Insights, Strategy & the Idea
Business Idea: Prompt consumers to drink Gatorade during daily training because our target generally consumes Gatorade exclusively during highly demanding sports activities Target Audience From professional marathon runners to amateur runners who occasionally or constantly train on park circuits around the city. Insight Parks are full of benches on regular distances throughout the circuits where people run and practise sports. These benches are a temptation for weary runners who see them as stop spots. When runners rehydrate their bodies they can perform better and surpass themselves experiencing the benefits of Gatorade. This is relevant for two reasons: Firstly because it helps runners to overcome their limitations in small increments and secondly because it increases the chances of runners consuming Gatorade during training.