In São Paulo, a city celebrated for its athletic enthusiasm and iconic running competitions, Gatorade faced the challenge of captivating an active, health-conscious audience. The brief called for an inventive marketing strategy to launch the new Gatorade Berry Blue that would resonate with this demographic, enhancing Gatorade’s image as a staple in sports nutrition. The objective was to elevate brand visibility and awareness about the new flavor, particularly around the marathon period, aiming to forge a memorable brand experience. This would not only encourage product experimentation and loyalty but also establish Gatorade as a leader in innovative customer interaction and activations in a competitive market. The campaign sought to blend technology with consumer behavior, targeting awareness and brand differentiation.

An interactive billboard, equipped with biometric technology, allowed runners to buy a Gatorade by measuring their heart rate. If their BPM was high enough, indicating physical exertion, the machine dispensed the new Gatorade Berry Blue. This concept physically connected the product with the effort and sweat of exercise, emphasizing the brand's core value. It transformed a simple transaction into an experiential interaction, directly aligning Gatorade with fitness and health. The activation not only fostered brand engagement but also underscored Gatorade's role as a vital part of an athlete’s hydration and energy replenishment regime, reinforcing its positioning in the sports nutrition market.

The strategy smartly exploited the week before the São Paulo Marathon, a time when the city buzzes with runners' final preparations. This period, critical for maximizing visibility and engagement, was strategically timed to align with our competitor's presence as the main marathon sponsor. Recognizing this, our strategy was to directly engage with the athletes and the surrounding community, offering an innovative alternative to our competitor’s conventional approach.

We're positioned as an experiential and interactive campaign right in the path of marathon participants and spectators. By leveraging the existing marathon fervor and the competitive spirit, the strategy aimed to create a distinctive brand experience that differentiated Gatorade from its competitor. This bold move served to not only disrupt the competitor's standard sponsorship model but also to establish a direct and memorable connection with the target audience, emphasizing Gatorade’s commitment to supporting athletes' hydration needs in an engaging, unique manner.

Launched a week before the São Paulo Marathon, we chose Avenida Paulista for its cultural relevance, sports affinity and high pedestrian traffic. The technology was a key aspect; An interactive billboard was equipped with biometric sensors to measure runners’ heart rates. This use of technology allowed participants to exchange their physical exertion, measured in BPM, for the new Gatorade Berry Blue.

The balance in the campaign’s execution was crucial – it aimed to integrate seamlessly into the marathon's ambiance. The focus was on meaningful interaction, utilizing technology not as a gimmick, but as a bridge to connect with the audience in a relevant and respectful way. The campaign gently inserted itself into the marathon narrative, offering an inventive, tech-driven hydration solution to the runners, contrasting subtly yet effectively with our competitor's more conspicuous sponsorship efforts.

The campaign's innovative approach led to the sale of thousands of Gatorade bottles through the interactive billboards, signaling robust consumer engagement and effective strategy. Additionally, it generated a noteworthy 157100 in BPM revenue, underlining its success.

Located on Avenida Paulista, the billboards not only facilitated direct interactions, with over 1624 recorded, but also reached an estimated 8.438.538 passersby, greatly amplifying the campaign's visibility in this bustling urban setting. This strategic placement not only contributed to immediate sales but also substantially increased Gatorade's visibility and presence in a key metropolitan area.

The campaign effectively solidified Gatorade’s position as an innovative leader in the beverage industry in Brazil. By successfully combining technology with a focused consumer engagement approach, it reaffirmed the brand’s appeal to a broad audience.