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  • SUB CATEGORY :
    BEST USE OF BRAND INTEGRATION
  • COMPANY ENTERING :
    TBWA, SYDNEY
  • TITLE :
    BOLT RATE
  • BRAND :
    GATORADE
  • ADVERTISER :
    PEPSICO
  • AGENCY :
    TBWA, SYDNEY
  • CHIEF CREATIVE OFFICER :
    ANDY DILALLO
  • CREATIVE DIRECTOR :
    RUSS TUCKER/DOUGLAS HAMILTON
  • COPYWRITER :
    DOUGLAS HAMILTON/NICK MCHUGH
  • ART DIRECTOR :
    DANIEL SMITH
  • MOTION GRAPHICS :
    RAZIF DJAMALUDDIN
  • ACCOUNT DIRECTOR :
    JADE GLASHOFF
  • ACCOUNT MANAGER :
    ALI BATES
  • ACCOUNT EXECUTIVE :
    ASHEDEN HILL/CAITLIN JOKOVIC
  • STRATEGIC PLANNER :
    NATALIE REMPALSKI
  • DESIGN DIRECTOR :
    CHRIS MAWSON
  • AGENCY PRODUCER :
    ANNABEL JEWERS
  • FILM PRODUCTION COMPANY :
    PLAZA FILMS, SYDNEY
  • DIRECTOR :
    PAUL MIDDLEDITCH
  • CINEMATOGRAPHER :
    DANIEL ARDILLY
  • EXECUTIVE PRODUCER :
    PETER MASTERTON
  • POST-PRODUCTION COMPANY :
    THE EDITORS, SYDNEY
  • EDITOR :
    JESS MUTASCIO
  • POST PRODUCER :
    DANIEL FRY
  • COLORIST :
    MARCUS TIMPSON
  • CAMPAIGN SUMMARY :
    GATORADE’S KEY SALES PERIOD IS IN THE SUMMER, BUT IN RECENT YEARS ITS PURPOSE – TO FUEL ELITE ATHLETES TO PERFORM AT THEIR BEST – HAS BEEN BETTER ASSOCIATED WITH AUSTRALIAN WINTER SPORTS SUCH AS AFL AND NRL. THEY DO SPONSOR THE CRICKET IN SUMMER, BUT THIS ISN’T ASSOCIATED WITH PEAK ATHLETICISM AND THE BRAND HAS BEEN RELEGATED TO LOWER TIER EXPOSURE DUE TO A LIMITED BUDGET. WE ADDRESSED THE FALSE PERCEPTION THAT CRICKET ISN’T FOR THE ELITE BY BORROWING FROM THE FAME OF A MAN REPRESENTING THE HEIGHT OF ATHLETIC PROWESS – USAIN BOLT – TO INTRODUCE A NEW MEASUREMENT TO THE GAME, THE BOLT RATE. THE LAUNCH VIDEO WENT GLOBAL, CAPTURING THE IMAGINATION OF FANS, AND CHANGING THE VIEWS OF SPEED AND ENDURANCE IN TODAY’S GAME. THIS INSERTED GATORADE FIRMLY INTO THE SPORT’S CULTURE AND HAS MADE IT MORE RELEVANT THAN EVER.
  • THE BRIEF :
    DEVELOP A PR-LED IDEA THAT UTILISES USAIN BOLT AND CRICKET AUSTRALIA TO IMPROVE OUR AUTHENTIC SPORT PERFORMANCE CREDENTIALS AMONGST SOCIALLY COMPETITIVE ATHLETES.
  • THE STRATEGY :
    OUR STRATEGY HAD THREE CRITERIA TO SUCCESS: WE WANTED TO SHOWCASE CRICKET’S ATHLETIC PERFORMANCE TO DRIVE RELEVANCE, UTILISE GATORADE’S BRAND HERITAGE TO MAKE IT OWNABLE, AND CELEBRATE USAIN BOLT’S ATHLETIC ACHIEVEMENT (AND HIS LOVE OF CRICKET) TO DRIVE CREDIBILITY. SOCIALLY COMPETITIVE ATHLETES ARE SCEPTICAL OF SPORTS DRINKS IN A CATEGORY THAT HAS TRADITIONALLY BEEN VIEWED AS ONE IN WHICH BRANDS ARE INTERCHANGEABLE. OUR KEY COMPETITOR SPEAKS TO SCIENCE FORMULAS AND ATHLETICISM, BUT WE HAVE A SPORTS SCIENCE STORY OUR COMPETITORS CAN’T COMPETE WITH – WE ARE THE ORIGINAL SPORTS DRINK, FUELLING THE GREATS SINCE 1965. USAIN BOLT IS ALSO A TRUE ORIGINAL IN HIS FIELD OF PLAY, FROM HIS ACHIEVEMENTS TO HIS PERSONALITY, AND ORIGINALITY AND AUTHENTICITY IS WHAT OUR AUDIENCE IS CRAVING MORE OF. SO, WE BROUGHT THIS ALL TOGETHER WITH THE PLATFORM: ORIGINALS PAVE THE WAY FOR GREATNESS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CREATED AN ORIGINAL METRIC - THE BOLT RATE - WHICH MEASURES THE SPEED CRICKETERS RUN BETWEEN THE WICKETS, AND GOT USAIN BOLT TO TRAIN THE AUSTRALIAN CRICKET TEAM TOWARD A FASTER BOLT RATE FOR THE UPCOMING ASHES SERIES. WE LAUNCHED THE NEVER-BEFORE-SEEN METRIC TO MEDIA WITH A HERO VIDEO FEATURING USAIN BOLT TRAINING THE AUSTRALIAN MEN’S CRICKET TEAM IN THE WEEK LEADING IN TO THE SERIES. MEDIA USED SIMPLY INCLUDED THIS DIGITAL VIDEO AND 3 X KEY VISUAL IMAGES THAT LAUNCHED THE IDEA, WHICH WERE PICKED UP BY MEDIA PUBLICATIONS TO CREATE THEIR OWN CONTENT AROUND. IT WAS ALSO SUPPORTED ON GATORADE’S SOCIAL CHANNELS WITH LINK POSTS THAT DROVE TO A LIVE LEADERBOARD ON THE CRICKET AUSTRALIA WEBSITE, WHERE PEOPLE COULD TRACK THE FASTEST BOLT RATE’S THROUGHOUT AUSTRALIA’S SUMMER OF CRICKET.
  • THE RESULT :
    THE LAUNCH VIDEO INTRODUCING THE BOLT RATE WENT GLOBAL ALMOST INSTANTLY AFTER BEING RELEASED TO MEDIA, WITH THE FRONT PAGE OF THE SUN’S SPORT SECTION IN THE UK REPORTING OVERNIGHT. THIS NEW METRIC CREATED BY GATORADE AND THE WORLD’S FASTEST MAN GOT PEOPLE TALKING. IT RESULTED IN: - OVER 500 PIECES OF MEDIA COVERAGE OVER THE SPACE OF 3 WEEKS. - COVERAGE IN TIER ONE MEDIA SUCH AS FAIRFAX, NEWS CORP, THE SUN, CHANNEL 9 AND OTHERS. - WORLDWIDE REACH OF 189 MILLION OPPORTUNITIES TO SEE. - CLOSE TO 1.15 MILLION VIEWS OF THE LAUNCH VIDEO ON THE GATORADE FACEBOOK PAGE, WITH CLOSE TO 10,000 POST REACTIONS - OVER 400K VIEWS ON YOUTUBE, WITH A FULL COMPLETION RATE OVER 47% - OVER 700K LIKES ON BOLT’S OWN INSTAGRAM