| Title | #SPONSOREDBYGATORADE |
| Brand | PEPSICO |
| Product/Service | GATORADE |
| Category |
A04. Data/Insight for Mobile |
|
Entrant Company
|
DLV BBDO Milan, ITALY
|
|
Advertising Agency
|
DLV BBDO Milan, ITALY
|
Credits
| Federico Pepe |
DLV BBDO |
Executive Creative Director |
| Stefania Siani |
DLV BBDO |
Executive Creative Director |
| Michele Picci |
DLV BBDO |
Creative Director |
| Emanuele Viora |
DLV BBDO |
Creative Director |
| Andrea Jaccarino |
DLV BBDO |
Creative Director |
| Dario Lo Nardo |
DLV BBDO |
Senior Copywriter |
| Vittorio Perotti |
DLV BBDO |
Senior Art Director |
| Vittorio Perotti |
DLV BBDO |
Designer |
| Luca Torresan |
DLV BBDO |
Web Designer |
| Daria D’Angelo |
DLV BBDO |
Group Account Director |
| Vincenzo Radice |
DLV BBDO |
UX/Front-end Developer |
| Filippo Sarzana |
Dlv Bbdo |
Web Developer |
| Alessandro Peroncini |
Dlv Bbdo |
Head of Project Manager: |
| Francesco Loprete |
DLV BBDO |
Project Manager |
| Alessandro Musciolà |
DLV BBDO |
Project Manager |
Creative Execution
By connecting the most popular sport device (Nike+, Strava, Runtastic, Runkeeper, Up, Fitbit and Fubles) to Sponsored By Gatorade every time people burn 1 calorie, they earn 1 Gatorade point which can be redeemed for rewards to support them to stay active on the program.
4 level of rewards were designed: free playlist, free training kit, VIP PASS for Serie A matches and finally the most committed athletes will become the new Gatorade Endorser.
We targetted the message for every partener app.
ex:
CTA: The more you run with Nike+ the more you get Sponsored By Gatorade"
RESULTS
In 4 months
4.510.591 minutes workout
53.283 benefit claimed
736.000 participants
86% of registered athletes keep training after 6 weeks.
Global installations of mobile apps used for sports and fitness activities are grown by 62% percent from 2013 to 2014, generating strong demand for sport device like heart-rate monitors, sport watch, fit band and other wearable fitness devices.
Despite this fitness digital trend, every year millions of italians start training with best of intentions, but 73% of them will drop out any sport activities within 6 weeks.*
HOW TO KEEP THEM MOTIVATED?
#SponsoredByGatorade
A unique sponsor program that encourages and rewards people to keep training.
By connecting the most popular sport device (Nike+, Strava, Runtastic, Runkeeper, Up, Fitbit and Fubles) to Sponsored By Gatorade every time people burn 1 calorie, they earn 1 Gatorade point which can be redeemed for rewards to support them to stay active on the program.
*European Commission Barometer