| Title | WORKOUT BILLBOARDS |
| Brand | COCA-COLA |
| Product/Service | POWERADE |
| Category |
A04. Use of Outdoor |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Media Agency
|
MEDIACOM Düsseldorf, GERMANY
|
|
Production Company
|
TONY PETERSEN FILM Berlin, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Tim Stuebane/Birgit Van Den Valentyn |
Ogilvy Germany |
Executive Creative Director |
| Stese Wagner |
Ogilvy Germany |
Creative Director |
| Matthias Bauer/Moritz Carls/Stephan Westerwelle/Sven Gessner |
Ogilvy Germany |
Art Director |
| Janne Sachse |
Ogilvy Germany |
Copywriter |
| Stephen Kimpel/Alexander Milte |
Ogilvy Germany |
Account Management |
| Philip Hartmann/Katia Luebbert |
Coca-cola |
Advertiser's Supervisor |
| Felix Schmidt |
New Wave Kreativmanufaktur |
Production Designer |
| Georg Ilse/Manuel Kappmeyer |
Ogilvy Germany |
Agency Producer |
| Arri Mitte |
Arri Mitte |
Post Production |
| Florian Baeker |
Tony Petersen Film Gmbh |
Director |
| Sascha Kuznia |
Tony Petersen Film Gmbh |
Editor |
| Fabian Barz/Antonia Pahlke/Joern Thees |
Tony Petersen Film Gmbh |
Film Producer |
| Fabian Bettinger/Ali Jamshidi |
Tony Petersen Film Gmbh |
Dop |
Brief Explanation
No one cares about advertising. But everyone cares about their body. The brief was to establish Powerade as the ultimate sports drink for active and sports enthusiasts – despite their rejection of advertising. So we didn't simply advertise, we made sports – by re-designing classical billboards into the world's first 'Workout Billboards'. Billboards which are advertising and training machines at the same time.
Results and Effectiveness
The Powerade 'Workout Billboards' excited our target group in three major german cities on three weekends. Thanks to the iconic and yet simply-smart design the billboards made 54,000 people not only aware of Powerade – but made them become actively involved with the product.
Creative Execution
We modified classical billboards and turned them into 'Workout Billboards'. Therefore we integrated
sports equipment into standard billboards elegantly but at the same time fully functional. To ensure
the highest design claim of a highly design driven product, we teamed up with experts in set
construction. We placed our 'Workout Billboards' at top advertising locations in three big cities of
Germany. And with the documentary film, we also proofed online: Powerade understands that to
engage athletes – it needs more than regular advertising.
Insights, Strategy and the Idea
Powerade is the drink for all active and sports loving people. The strategy was to address our target
group by engaging them with something they truly love and get them active by themselves: with
sports. To gain as much attention as possible we chose the locations for our 'Workout Billboards'
according to the highest rate of passersby, within areas with lots of sports clubs, gyms and climbing
gyms. On only 3 weekends we were able to engage 54,000 people with Powerade and mediate our
message in a credible way.