INNER PIG DOG
DDB GERMANY, Dusseldorf / PEPSI / 2005
Overview
Credits
Overview
Audience
The goal was to get people active in sports to visit the Gatorade homepage. There, the target group was to receive further information about Gatorade and, most importantly, learn that Gatorade is the best remedy when one comes to a point where they think they can’t carry on.
Effectiveness
During the campaign flight in summer, there was an increase in traffic to the Gatorade homepage of 17.4%. Overall, in 2004, Gatorade sold 60 million litres of Gatorade in Germany.
Execution
The creative idea was communicated to active sportsmen via mass media, ambient advertising and a microsite. In the mass media, ads and posters were utilised. Ambient units were placed everywhere, you find athletes: in gyms, on sports grounds and on keep-fit courses. In each of these media, a link was placed, which lead to a Gatorade microsite: www.innerer-schweinehund.net. Here, an impressive animation showed the inner pig dog getting killed. After this, the user was directed to the Gatorade homepage.
MediaEffort
All advertising measures were placed in environments relevant to people who are interested in sports. The ads were placed in sports magazines and in the sports sections of newspapers, posters and ambient elements were positioned around sports venues. This way, maximum contact with active sportsmen with the Gatorade message was secured.
MediaStrategy
In Germany, we call the moment during sportive activity, when you think you can’t carry on, "Innerer Schweinehund". In English, it means: "inner pig dog". The creative idea was to show athletes in a very eye-catching manner that Gatorate kills “the inner pig dog”, and therefore enables them to continue their activity full steam: only if you drink Gatorade, you can perform better. In short: the campaign fully plays out the Gatorade slogan: Gatorade. Is it in you?
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