POWERADE® was looking for an edge to differentiate their brand, reach an under-tapped market of young consumers and create a lift in sales. SASSO was handed the ball and asked to run with it. POWERADE® POWER THROUGH™ was created to do just that by engaging with high school athletes where athletic programs could win money to help their team power through to the next level. Our approach was to inspire a sense of fun and engage students to create user generated content (UGC) in the form of video-entries for their chance to win. Although the reach was national in scope, our strategy was to create a very localized sense of involvement from the schools.
We've all either had or known someone who's had that out-of-the-box P.E. coach - the one who takes himself waaay too seriously. SASSO used that same zany character to captivate viewers and line-up entries in a YouTube spot aimed at high schoolers.
With campaign success measured largely by the number of contest entries, SASSO knew the primary entry funnel (web) had to be eye-catching with simple functionality.