The brief was to establish Powerade as the ultimate sports drink for active
people and sports enthusiasts – despite their general rejection of
advertising. So we had to proof, that we understand how to address
athletes: by doing sports.
Campaign Success
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. We placed our
'Workout Billboards' at top advertising locations in three big cities of
Germany over three weekends. 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
The 'Workout Billboards' weren't only functional, but also a design hit,
which made thousands of people not only interested, but involved.
Thanks to the iconic and yet simply-smart design and due to our special
promotional teams the 'Workout Billboards' engaged 54,000 people on
only three weekends. And with the documentary film, we also proofed
online: Powerade understands that to address athletes – it needs more
than regular advertising.
Explain why the method of promotion was most relevant to the product or service
No one cares about advertising. So a simple promotion wouldn't interest
our target group. But since everyone cares about their body, we decided
to engage our target group by truly activating them with the world's first
'Workout Billboards'.