Autumn sees Gatorade India activate its global ‘Sweat It To Get It’ initiative through a bespoke exercise/vending machine that makes consumers earn Gatorade with sweat.
The machine, placed in gyms across the country, encourages users to work up a sweat through physical activities (like running or jumping) and then invites them to stand in front of the machine, which determines whether they are sweating enough and, for those that are, automatically dispenses a Gatorade!
The machine uses thermal imaging to assess each user’s body heat and when it reaches a pre-determined threshold, the machine drops out a Gatorade.
The idea, which was developed by agency Dentsu Webchutney India’s Innovation Lab, aims to offer up a fun demonstration of the product purpose itself and its ‘Sweat It To Get It’ concept.
In fact, this hi-tech, machine-led initiative aims to echo Gatorade’s own scientifically formulated sports drink with fluids, electrolytes (mineral salts) and carbohydrates that helps replace what the drinker loses in sweat during exercise.
The installation is amplified through both video,
and digital and social pieces linked with the #SweatItToGetIt hashtag.
Gatorade helps replace what you lose in sweat. We created a machine that makes you #SweatItToGetIt. Check it out !https://t.co/OpQhT1dawV
— Gatorade India (@GatoradeIndia) September 5, 2016
Working for the client Gatorade, the Dentsu Webchutney New Delhi team included chief creative technologist Gurbaksh Singh, group head (copy) Nitin Jain, senior UI designer Abdullah Khan, while video production was handled by Akshay Raheja, Rahul Lal, assisted by fellow team members Hemant Kumar, Moosa Khan, Akshay Anand.
Comment
An innovative and relevant way of bringing the campaign idea and the product function to life, the machine was made contextually relevant by placing it in gyms (as opposed to the street).
A neat idea to get people to train harder by rewarding them and a way of communicating the drink’s core purpose.
Quite a different approach to the ‘Sweat It To Get It’ brief compared to the hidden camera style, athlete ambassador led street stunt comic campaign recently launched in the USA (see case study).
Links
Gatorade India Web:
Gatorade India Twitter:
https://twitter.com/GatoradeIndia
Gatorade India Facebook:
https://www.facebook.com/GatoradeIndia
Gatorade India YouTube:
https://www.youtube.com/user/GatoradeIndia
Dentsu Webchutney, New Delhi
