Gatorade Promo, Case study Gatorade: HEART OF PUERTO RICO by J. Walter Thompson San Juan, OMD San Juan

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Industry Soft Drinks
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Andrés Justo
Copywriter Fábio Seidl
Designer Daniel Vicente
Agency OMD San Juan
Released July 2010


Cannes Lions 2011
Media Lions Best Consumer Engagement Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Consumer Engagement
Advertiser/Client: PEPSICO
Product/Service: GATORADE
Advertising Agency: JWT SAN JUAN, PUERTO RICO
Vice President/Regional Creative Director: Jaime Rosado (JWT San Juan)
Copywriter: Lizette Morazzani (JWT San Juan)
Art Director: Andrés Justo (JWT San Juan)
Interactive Creative Director: Manuel Torres (JWT San Juan)
Interactive Copywriter: Pablo Torres (JWT San Juan)
Interactive Producer: Claudio Chea (JWT San Juan)
Designer/Animator: Juan C. Montes (JWT San Juan)
Designer: Daniel Vicente (JWT San Juan)
Agency Producer: Noro Sebastián (JWT San Juan)
Sound Engineer: Carlos Dávila (JWT San Juan)
Technology Assistant: Mizael Morales (JWT San Juan)
Programmer: MDI (MDI)
Account Director: Ileana Figueroa (JWT San Juan)
Account Executive: Miguel Souss (JWT San Juan)
Results and Effectiveness:
Over 300,000 households came in contact with Barea’s emotions via television. Over 60,000 people visited the web and mobile site. Through media, Gatorade achieved more one on one engagement than any brand during the games, including official sponsors. It reached its target, overcoming the obstacle of not being an official sponsor and not being able to step on the games grounds. We received live feedback directly from the event and even inspired a new nickname for Barea “The Heart of Puerto Rico”.
Creative Execution:
We placed a strap on Barea’s chest that measured his heartbeat, respiration, temperature, and activity. And assigned the heartbeats an emotional meaning: euphoric, enthusiastic, excited, and calm. The vitals were transmitted LIVE through television and Internet, broadcasting Barea’s feelings into every household. Also we utilized mobile, putting the brand and Barea’s heart literally into the hands of fans at the event. All this during the athlete’s most emotional moments: when he carried the flag in the opening ceremony and when he received the gold medal. Through this strategic use of media, Gatorade reached its target, overcoming the obstacle of not being a sponsor and not being able to step on the games grounds
Insights, Strategy and the Idea:
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 nor stepping on the games physical grounds. And make Gatorade look like an official sponsor. The IDEA: Gatorade found a way to get inside the games, through the heart of Puerto Rico’s most beloved athlete, Jose Barea. An NBA player, delegate chosen to carry the national flag, and the country’s hope for a gold medal.