Gatorade Promo, Case study THE BIG FIASCO by Adverpr, Personally Asesores En Comunicacion

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THE BIG FIASCO

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency Adverpr
Executive Creative Director Coco Olivera, Mike Usandivaras, Rodrigo Grau, Ramiro Rodriguez Cohen
Art Director Gustavo Chiocconi, Bruno Futuro Acanfora
Copywriter Ariel Pablo Abramovici
Producer Rodrigo Lema
Agency Personally Asesores En Comunicacion
Released September 2011

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PEPSICO ARGENTINA
Product/Service: GATORADE
Agency: ADVERPR
Agency: PERSONALLY ASESORES EN COMUNICACION
Executive Creative Director: Ramiro Rodriguez Cohen (BBDO Argentina)
Executive Creative Director: Rodrigo Grau (BBDO Argentina)
Art Director: Bruno Acanfora (BBDO Argentina)
Copywriter: Ariel Abramovici (BBDO Argentina)
Art Director: Gustavo Chiocconi (BBDO Argentina)
Account Director: Daniel Albamonte (BBDO Argentina)
Head Of Production: Veronica Zeta (BBDO Argentina)
Advertisers' Supervisors: Federico Bluthgen/Hernán Tantardini/Martín Watson (Pepsico Argentina)
Producer: Rodrigo Lema (BBDO Argentina)
Account Executive: Sofía Gallo (BBDO Argentina)
Production Company: (La Doble A)
Director: (Juan Cordoni)
Music: (Leo Sujatovich)
Media placement: Print Campaign (Fake Athletes) - National Newspapers (Clarin, La Nacion, Cronista, P12) - 1st September 2011
Media placement: OOH Campaign (Fake Athletes) - National Outdoor Circuits (JC Decaux, Atacama) - 1st September 2011
Media placement: Digital PR - Gatorade Arg Twitter Account - 1st September 2011
Media placement: PR- Corporate Communication - Press Releases To National Media - 1st September 2011
Media placement: Print Campaign (Real Athletes) - National Newspapers (Clarin, La Nacion, Cronista, P12) - 1st September 2011
Media placement: OOH Campaign (Real Athletes) - National Outdoor Circuits (JC Decaux, Atacama) - 1st September 2011
Media placement: TV - 1 Spot - National TV (Canala 13, Telefe, TyC Sports, Fox) - 1st September 2011

Summary of the Campaign
Gatorade has a long tradition of sponsoring sports. Currently, Gatorade sponsors 7 Argentines for London 2012. The problem is in the country of Maradona and Messi and where the Olympic games broadcast never reached 1 rating point, the Olympic athletes are totally unknown. How can we change that? By intentionally making a major mistake to accent the problem: a big fiasco.

Gatorade launched an outdoor and print campaign to support the Olympic hopefuls. 'Fake athletes'' Images were passed off as the real ones. After 56 hours finally someone noticed. In a few hours 'the Gatorade fail' became the most discussed topic on Twitter. As planned, the athletes handled all media requests and they had captive stage to explain the strategy and their own story. Their incredible personal stories came to light and were told over and over in the media. Gatorade came back, this time showing the real athletes who now had a much deserved recognition. In October, 2011, Argentine enjoyed its best performance ever in the Pan-American games. Most of the athletes qualified for London 2012. Unimaginably, the live broadcast of the Pan-American games reached the same rating levels as Football matches in Argentina. Upon returning, the President received the new heroes. The event was broadcasted nationally for the first time ever. In the span of a month the athletes received 2-to-3-times more media coverage than they had in their entire career. Olympian Braian Toledo starred in one of Cristina Kirchner presidential re-election campaign spots.

The Situation
Gatorade wanted to communicate that it was sponsoring the Argentine athletes for the Olympics. The problem: In a football country, nobody knew or cared. These rocky stories were completely unknown. No big sponsors. No fans. These people embodied the spirit of the Olympics. Take cyclist, Walter Pérez, who was hassled by police while training on the street. The lack of recognition was the story that needed to be told. We needed to make people discover and care about our own unknown heroes.

In Argentina things usually only change when there is a big disaster or mess. So, we produced 'a big fiasco'.

The Goal
Our goal with Gatorade was to make this sponsorship campaign a relevant communication although the sponsored athletes were practically unknown. We wanted to generate a true change in Argentinians’ attitude towards these athletes who deserved the attention.

To get to know these athletes we made a personal visit.

We visited their homes and where they train in order to understand what it is to be an elite athlete but not a sports celebrity.

We wondered why they make such a huge sacrifice and in this process we found out about the beautiful stories behind each athlete’s life.

The Strategy
We focused on the athletes, and their main obstacle: Their lack of public recognition, and basic indifference.

We assumed that their personal stories would make people care and get the media's attention.

We looked to used a weakness to our benefit and generate the results we wanted. We decided to launch a campaign starring 'fakes athletes' and waited for someone to notice it, so it became the starting point of the worth of mouth and media awareness.

Gatorade decided to take the risk. The 'Gatorade fail' was going to turn the campaign into news and generate interesting stories for the people, not regarding the brand, but regarding the real athletes that would be discovered thanks to the campaign.

Execution
On September the 1st 2011, we ran an outdoor and print campaign in the main newspapers and sports dailies introducing Gatorade as a sponsor of the Olympic athletes, starring Walter Pérez, Germán Chiaraviglio, Paula Pareto and Braian Toledo. But we didn’t use real pictures of those athletes. Instead, we replaced them with pictures of fake athletes. And then we waited. It took 56 hours before someone noticed about it and shared it on Twitter. The 'Gatorade fail' became the most discussed topic in the Nation.

To keep the focus on the athletes, they handled all media requests. They revealed the strategy of the campaign and told their stories.

2 weeks later, Gatorade formally presented the real athletes and their accolades through an outdoor, print and TV campaign.

Documented Results
- 1,320,000 digital impressions /17 radio interviews/ 22 TV interviews / Print coverage including 6 national newspapers and 10 leading magazines;
- US$2.3m of earned media;
- Most discussed topic on Twitter in Argentina;
- Athletes’ visibility in the news grew extraordinarily: Paula Pareto (+305%), Walter Pérez (+96%), Julio Alsogaray (+150%), Brian Toledo (+70%). Media impressions of athlete’s comparison: Lifetime vs since campaign came out (aprox. 6 months). Source: Google news.
- The live broadcast of the Pan-American games had rating peaks only comparable to Football games in Argentina.

The campaign generated a public uproar that contributed to generate historical moments for the athletes:
- The President of the Nation received them in the House of Government and it was broadcasted live. This was the first national broadcast of its kind;
- One of the athletes, Braian Toledo, was chosen to star in one of the spots of Cristina Kirchner during her campaign for the presidential re-elections in November 2011. The spot was titled 'Braian’s strength'.