If you had your half-empty goggles on, it could be said that 2008 wasn’t the greatest sporting start to the year.
With none of the British teams qualifying for Euro 2008, Andy Murray getting muscled out of Wimbledon in the quarter-finals and the England Rugby Team failing to defeat Wales in the 6 Nations, support for British sport was at an all-time low. With the Olympics just around the corner, raising awareness of Powerade as the Official Sports Drink of the 2008 Beijing Olympic Games and driving brand penetration was always going to be a big challenge.
But we’re a resourceful and resilient bunch of fans. Our insight led us to believe that despite this poor recent sporting performance, the nation was still behind our potential stars in Beijing and this drove the strong brand experience idea.
As a promotion to drive sales, every consumer was ‘given’ one of 100 events that Team GB are competing in at the Beijing 2008 Olympic Games. If Team GB win a gold, silver or bronze medal then they win a gold, silver or bronze prize. Brilliantly simple and tied to the product truth around enhancing performance. When Team GB wins, so do you.