Powerade fuels sporting rivalry with the launch of Powerade Powerscore via Ogilvy Sydney

700019511_MM_2521_407255753B44FED10642D88A856BEECA (1).jpgCoca-Cola South Pacific has unveiled Powerade's latest campaign Powerade Powerscore via Ogilvy, Sydney.

The interactive offering is designed to tap into Australian's inherent competitive spirit by enabling professional and amateur athletes across Australia to showcase their athletic ability and benchmark themselves against each other. Powerade Powerscore was officially launched at a special event at North Sydney Oval this week.
700019511_MM_2617_ECAF5CAF72930DCA5494B9470A0D2070 (1).jpgAustralian sporting legends and Powerade ambassadors Greg Inglis, Billy Slater, Aaron Woods and Mitchell Johnson all participated in the launch event that kicked-off the campaign to fuel competitive rivalry between athletes, states and mates. Powerade Powerscore brings the science of winning to life by allowing sportsmen and women to compete not only with each other, but also against the elite.

The Powerade Powerscore, developed in conjunction with the NSW Institute of Sport (NSWIS), is a 'one-number' score that measures power, speed, endurance and agility. Tests can be performed at home or at a qualifier event and results are posted on the Powerade website www.powerade.com.au. Through the website participants will receive their unique Powerade Powerscore, allowing them to measure themselves against the best on the live leaderboard.

The Powerade campaign will be supported by a multi-million dollar marketing spend running from March through to October 2017. It will span TV, digital, outdoor, experiential, PR and social.

700019511_MM_3837_0420ECB08907C1A9869CBCEF4CB61C0A (1).jpgThe campaign kicks off with a TVC, aired on FOX Sports, featuring brand ambassador Billy Slater. All of Powerade's brand ambassadors will be visible throughout the duration of the campaign. The brand will also leverage a major partnership with FOX Sports, utilising a number of its presenters to drive engagement with Powerade Powerscore.

To provide local community touch-points, the Powerade Powerscore team will visit over 100 grassroots and community clubs across all sporting codes around the country to conduct qualifier events.  The top performers will be invited to compete at major Powerscore events in Brisbane and Sydney.

Says Leanne Rimando, brand manager, Coca-Cola South Pacific: "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."

Paid Media: UM
Consumer Promotion: Momentum
Creative: Ogilvy
Technical Build: Satellite
Talent Integration: Gemba Asset
Experiential: Maverick
PR:  M&C Saatchi S&ET

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