7 in 10 adults over age 30 dont exercise regularly. And thus, arent using Gatorade like they used to. Our challenge was to reignite the athletic spark with this group of former Gatorade loyalists. Idea: No matter how great they are or how many championships theyve won, all athletes have one game they wish they could change the outcome of. Its why we both love and hate the finality of competition. Sport only gives you one shot, one chance to determine the outcome and define winner and loser for all eternity. There are no second chances. We wondered, what if we could change this truth? So we fueled an opportunity every athlete dreams of - a second chance. Gatorade reunited the original players now in their mid 30s to replay a high school football game from 1993 that ended in a 7-7 tie. Give some idea of how successful this campaign/entry was with both client and consumer: In an era where campaign engagement can be as superficial as a view or click, Replay created real‐life, authentic connections between consumers and brand. All participants reduced their weight and waist size, increased their sprint times and are living healthier lives because of Replay. In our best-case scenario, Bruce Lebitz lost 57 lbs and reduced dangerous levels of blood pressure and cholesterol. Another player, Kendall Hockman, used the Repay training to aid his recovery from Leukemia. Many lost over 25 pounds. Across the board, players drastically improved their health and well-being. Created news, not advertising. Generated US$3,415,255 worth of earned media (from just US$225K in paid media.) A 14,000% ROI Named one of CNNs Top Stories of 2009. Game sold out in 90 minutes. 15,000 attended, Tickets fetched 6X their face value on eBay. Thousands of nominations from former athletes around the US have been submitted for upcoming seasons of Replay. Regional Gatorade sales increased 63% Describe how the campaign/entry was launched and executed across each channel in the order of implementation. Replay was not a marketing campaign but a genuine sports experience. Gatorade coached and trained the former athletes for 90 days. Two entire towns were swept up by the idea. The original coaches, cheerleaders and even band members came out of retirement to become part of the experience. At the heart of the campaign was the re-match. The game was held in the venue of the original 1993 game, Fisher Field, in front of a crowd of 15,000 fans. The event was also broadcast on live TV within the local region. A multi-media campaign, orchestrating elements from PR, social media and branded content, helped tell the REPLAY story. We created a five-part online documentary series following the players journey, from their training to the emotional moments off the field. The series was picked up as a documentary television on Fox Sports, airing nationally to 90 million households. After calls from nearly every major movie studio, a feature film is in development.
Agency: TBWA\CHIAT\DAY LA, USA Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day) Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day) Group Creative Director: Jimmy Smith (TBWA\Chiat\Day) Associate Creative Director/Writer/Creator: Brent Anderson (TBWA\Chiat\Day) Associate Creative Director/Writer/Creator: Steve Howard (TBWA\Chiat\Day) Senior Producer (Series & Event): Brian O'Rourke (TBWA\Chiat\Day) Associate Producer: Tim Newfang (TBWA\Chiat\Day) Group Account Director / Management Supervisor / Account Executive: Brynn Bardacke / Amy Farias / Adam Bersin (TBWA\Chiat\Day) Group Planning Director / Senior Planner / Planner: Scott MacMaster / Martin Ramos / Daniel Ten (TBWA\Chiat\Day) missionG.com Network Creators: Donna Lamar, Javier Castillo, Paul Nguyen (TBWA\Chiat\Day) Director of Digital Strategy / Digital AD / Digital AE: Jeremiah Knight / Andrew Corpman / Paul Kinsella (TBWA\Chiat\Day) Communications Director TBWA Worldwide Managing Director: Jeremy Miller (TBWA\Chiat\Day) Director: Kris Belman / V. Scott Balcerek (Caviar) Line Producer: Johanna Woollcott (Caviar) Executive Producer: Michael Sagol/Rosanne Korenberg (Caviar) TV Show Adaption: Read Jackson / Laura Mickelson (Fox Sports Net) President / Partner / Account Supervisor: David Brenner / Rashid Ghazi / Paul Harvey (Paragon Marketing Group) Senior Vice President, Senior Partner / Vice President: Jim Motzer / Adam Tanielian (Fleishman-Hillard) Vice President / Senior. Account Executive: Bonnie Block / Julie Mason (Fleishman-Hillard) Group Account Director / Group Account Director of Strategy: Bob Porcaro / Susanna Ernest (OMD)via www.coloribus.com