Gatorade guns for repeat of Replay’s success in US
Gatorade’s Cannes grand prix-winning campaign idea first used in the US, that restages classic sports fixtures of the past, is hoping for similar success in Australia.
The local incarnation of ‘Replay’ re-ignites the rivalry between Aussie rules teams Old Collegians Warriors and Merrivale Tigers, who clashed in a bitter contest in the Warrnambool and District League grand final 20 years ago.
Friday’s webisode, titled ‘Rolling the rhino’, centres on Wayne ‘Rhino’ Ryan, who played for Old Collegians in 1990 and after a disagreement moved to Merrivale in 1991.
The episode focuses on his change of allegiance, which has been picked up by local newspaper, The Warrnambool Standard.
All of the episodes are available on Gatorade’s Replay website, with promotional support on Network Ten. However, unlike the US version – the grand final is not scheduled to be run live on national TV. Instead, highlights of the campaign will run on Ten at a later date.
“Early campaign feedback has been extremely positive,” Gatorade marketing manager Roger Edmonds said. “With this game and the rivalry so much a part of the local community, we’ve been able to generate strong local support and build up going into the Grand Final event (which takes place in Warrnambool on 28th August) – on the ground in the region and in the local media.”
“The episodes have proved to be highly engaging and coverage has been gained all across Australia as the human stories at the heart of Gatorade Replay unfold.”
The Australian incarnation of Gatorade Replay re-ignites an rivalry between Aussie rules teams Old Collegians Warriors and Merrivale Tigers, who clashed in a bitter contest in the Warrnambool and District League grand final 20 years ago.
The media agency behind the campaign was PHD, creative production was by Ten, with the help of DDB.
The grand final event is set to take place in Warrnambool on 28 August.
The original Gatorade Replay campaign, created by Chiat Day in the US, won a double grand prix at Cannes in 2010.
http://youtu.be/fMI3kti0nrY
It’s not the first time that a big marketing idea from the US has been adapted for Australian audiences.
The celebrated $1m Crash The Superbowl campaign for Dorito’s has since been recreated by the brand in Australia with a $30,000 prize.
A great brand idea, compelling stories that can run & run etc.
Yet the original US execution was about replaying a draw. A game where the result was inconclusive. So by choosing a ‘shock result’ that was all about an underdog team coming back from the dead, they’ve made this about ‘revenge’ and not ‘closure’. As a result it got ego written all over it, which detracts from the original idea.
I get the impression the role of a celebrity, Dave Hughes has vastly influenced what should be a story about everyday people and rediscovering their sporting passion/ability.
thoughts?
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A great example of brand thinking from the team at Gatorade. Bringing it back to grassroots is a masterstroke, as replaying a high profile game would not be nearly as engaging at a broad community level. Hopefully it does well and inspires other brands to think outside the proverbial.
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How do we get tickets to the game?
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Fair point TM. I prefer the idea of closure. Big fan of the whole concept though.
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Great idea from the U.S as usual. It’s also great to see the focus on two local country teams where football ignites the passions of all involved.
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Re tickets Mark. Entry to the game is by a gold coin donation to a local SW Vic group called http://www.petersproject.org.au/
Reid Oval, Warrnambool. Sunday 28 August – kick off 2.15pm.
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