Sports drink brand Powerade – along with its agency partners Ikon, Ogilvy, Spur, and Activation – has announced the return of its Powerade Challenge – running from now through to December. In its fifth year, the challenge invites Aucklanders and Wellingtonians to register for free, complete the running challenge on a day that suits them and track their training times using Powerade digital wristbands.
This year’s campaign will be supported by a wide range of media including a digital billboard with a live feed of the leaderboard, Adshels, floor decals, vending machine branding, PVC Towers, digital and social media.
“Since registrations opened we have seen high levels of interest from runners, with the opening day achieving the most registrations we have ever had in one day before,” said Coca-Cola NZ stills brand manager Jodie Timmins. “I believe this campaign will make 2015 one of the most successful, if not the most successful year we have seen yet.”
The campaign creative celebrates valued partnerships with the All Blacks and Blackcaps, reinforcing Powerade’s position as “New Zealand’s leading sports drink”.
The live digital billboard execution is exhibiting in Auckland, cheering runners on and featuring the latest competitor results on screen which are uploaded as runners complete the track, using their free digital wristband to record their times.
The dynamic campaign aims to empower people to set fitness goals, monitor their performance and track both individual and team results, while able to compare them with competitor results too.
“It was great to see so many people get involved last year. We love seeing people notice a difference in their performance as they train and try to beat their previous times. We look forward to seeing what people can achieve this year,” Timmins said.
This year registered runners will head to Tamaki Drive – on a day of their choosing – to compete in a 9km course that has been designed to match a similar 8km track from Queens Wharf in Wellington.
To find out more, visit www.powerade.co.nz/challenge.
CREDITS
Media: Ikon
Creative: Ogilvy NZ
Activation: Spur
Digital: Satellite
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