Gatorade via Akcelo helped Australians beat the post-Christmas lull on Boxing Day, launching a step-count currency store, The Gatorade Sweat Exchange, where workouts could be exchanged for $150,000 of products.
To make a purchase, shoppers show their step count on their phone or wearables. The greater the effort, the greater the purchasing power.
More than seven million steps were clocked on the day, with the average putting in more than 20,000 steps towards purchases such as headphones, Garmin Watches, Rebel Sport vouchers and ice baths.
Two relentless runners paid for a trip to the New York City Marathon with 70,000 steps each.
Aden Hepburn, CEO of Akcelo, says for the biggest shopping day of the year, the agency wanted to combine Australians love for shopping and fitness.
"To create a new experience where pushing yourself literally pays. With the Gatorade Sweat Exchange, the more you sweat the more you get. It’s that simple," he says.
“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, says 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," says Press.
Akcelo managed the entire campaign including creative, production, content, talent, influencers, PR and social. It represents the first work from the agency since creating the new brand positioning for Gatorade ‘Water wasn’t made for this’.
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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