Powerade launches ‘Powerscore’ competition featuring Billy Slater
Powerade has released its new Powerscore live campaign featuring Powerade ambassadors Billy Slater and Aaron Woods.
Coca-Cola South Pacific launched the event at North Sydney Oval this week with sporting names showcasing their athletic talents.
In collaboration with the NSW Institute of Sport the campaign aims to draw on the competitive nature of Australians by using a live competition and directing consumers and competitors to www.powerade.com to see the live leaderboard of athletes.
The leaderboard measures the sport star’s power, speed, endurance and agility, collated after a number of tests have been performed either at home or at a qualifier event.
Qualifier events will be brought to community clubs across all sporting codes with the top performers then being invited to compete at the final Powerscore events in Brisbane and Sydney.
The campaign will be rolled out across TV, digital, outdoor, PR, social and experiential.
Leanne Rimando, brand manager, Coca-Cola South Pacific said: “To deliver our Powerade messaging in a more meaningful way, we wanted to unlock our consumers’ passion for sport in an emotive sense and connect with them on a deeper level.
“Together with our ambassadors, the aim is to create a memorable and impactful campaign that helps make Powerade synonymous with winning, with effective hydration at its heart.”
Credits:
- Agency Credits
- Paid Media: UM
- Consumer Promotion: Momentum
- Creative: Ogilvy
- Technical Build: Satellite
- Talent Integration: Gemba Asset
- Experiential: Maverick
- PR: M&C Saatchi S&ETu
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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