Powerade Challenge

THE CHALLENGE

Make the most dominant sports drink in New Zealand even bigger.

INSIGHT & IDEA

Historically Powerade is only used on game day, so we decided to make it part of peoples’ training regimes.

We created the POWERADE CHALLENGE- a fully interactive outdoor fitnesscourse where sports people could train and compare themselves to each other, and to the All Blacks.

RFID technology and outdoor media individually encouraged participants as they ran the course, while automatically posting times to an online leader board.

RESULTS

The course sparked vigorous competition and generated significant media buzz

1 in every 12 of our target directly participated

Monthly sales went from -3% to 11%

Now in it’s 6th year and going strong!