Shoppers pay for products with steps in Gatorade activation
Gatorade launched an unusual Boxing Day promotion over the break, helping shoppers to monetise their step counts with a pop-up step count currency store.
Activated in collaboration with Akcelo, The Gatorade Sweat Exchange was a first-of-its-kind shopping experience in that it allowed customers to redeem products using their step counts.
Akcelo was responsible for managing the entire campaign, from creative, production, content, talent, influencers, PR and social. It follows on from the agency’s work on Gatorade’s new branding positioning, ‘Water wasn’t made for this’, which was launched in the weeks before Christmas.
The Sweat Exchange event took place in the Sydney CBD, with shoppers encouraged to build their step count using Gatorade’s bespoke running track and exercise equipment.
Fitness experts were on site to help motivate participants to earn their share of $150,000 in products available for purchase.
7 million steps were clocked on the day, with the average shopper logging upwards of 20,000 steps in exchange for headphones, Garmin Watches, Rebel Sport vouchers and ice baths.
The biggest prize – a trip to the New York City Marathon – was taken out by a pair of runners who managed 70,000 steps each.
Aden Hepburn, CEO of Akcelo, said: “For the biggest shopping day of the year, we wanted to combine Aussies’ love for shopping and fitness to create a brand new experience where pushing yourself literally pays. With the Gatorade Sweat Exchange, the more you sweat the more you get. It’s that simple.
“To make this happen with Gatorade was a true partnership effort and we are so excited to build on our ‘Water wasn’t made for this’ positioning in fresh new ways.”
Susan Press, head of beverages marketing PepsiCo, added: “Sweat has always been a symbol of effort, dedication, and the pursuit of personal goals. With the Gatorade Sweat Exchange, we transformed this powerful symbol into a currency for fitness-inspired shopping. Each drop of sweat showed a tangible connection to personal wellness.”
Credits:
Agency: Akcelo
Creative, production, content, talent, influencers, PR and social
Client: PepsiCo Australia
Vandita Pandey, CMO ANZ Snacks & Beverages
Susan Press, Head of Beverages Marketing, ANZ
Eric Burke, Marketing Manager
Brad Fisher, Brand Manager
Judith Myers, Insights Manager
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