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Case Study: Gatorade

Full document applying design thinking process for strategic and creative development.

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Case Study: Gatorade

  1. 1. This document is intended solely for educational purposes during the Digital Creative Strategy Course, imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only. Any other use is prohibited. Coach Yourself Gatorade Guatemala When Gatorade Guatemala approached us for a first-digital proposal, 
 they were clear: “We need to increase our consumption by 0.1%.” How to make current consumers drink one more Gatorade a week? Through exploring, we found that people in Guatemala is interested in 
 health and well-being. It’s growing from a fad to a lifestyle. Many of 
 them exercise ocassionally and do not consider themselves as “real 
 athletes.” They are not fitness maniacs. They just want to feel active 
 and have fun at the same time. The ones who are really commited it’s 
 because they have personal dreams and goals to achieve: run a 21K 
 marathon, improve medical conditions. It’s beyond aesthetics.
 The real competition is with themselves. Even though Gatorade is well positioned for its superb hydration 
 qualities, Guatemalans feel its pricey and way too much for their 
 needs. “It's for the Pros”, they say. “If I'm running once a week, 
 I'm not a real athlete. Water suffices.”
 This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador. It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi & Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com
  2. 2. This document is intended solely for educational purposes during the Digital Creative Strategy Course, imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only. Any other use is prohibited. OUR INSIGHT The real Pro is the one who achieves their goals. We value those who come along in our journey. THE CHALLENGE Be their ubiquitous personal trainer. IDEA Coach Yourself. The Gatorade platform to coach the “regular” athlete Strategy: Coach Yourself. Objective: Be the ubiquitous trainer for the “regular” ahtlete. How?: Through an integrated ecosystem that helps users connect, learn and share. Action "Warehouse" Action 2 "My Boost" Action 3 "Social Punch" Objective Create a national network of regular athletes. Objective Brand loyalty through effort and consumption. Objective Word of mouth through personal achievements. Media Website Media Mobile app Media Facebook, Instagram What is it? A website platform that empowers users to connect with local regular athletes identifying Gatorade Burn Zones. What is it? An utility designed to win from within. Using the accelerometer feature on smartphones, users are challenged to reach preestablished levels of physical activity. Add the "special codes" found on your Gatorade bottles to fill the Gatorade Energy Bar. Earn G-Points and cash them for sports apparel, specialized gear and devices. What is it? The chance for users to invite others, compete and celebrate their personal sucess. The channel for the brand to share specialized content, such as tips, burn zones and news. This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador. It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi & Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com
  3. 3. This document is intended solely for educational purposes during the Digital Creative Strategy Course, imparted by Delmy Alvarenga for Escuela de Negocios Alto Nivel, Guatemala. For educational purposes only. Any other use is prohibited. COACH YOURSELF Creative development (1) ! (2) ! (3) ! (4) ! (5)! (1-2) Website Log In Screen and Real Time Burn Zones Map. (3-4) Users can verify their achievements, meet people and set up their sports interest and goals. (5) Mobile. Personal utility to monitor physical activity, Gatorade consumption and rewards. CREDITS Agency: 4am Saatchi & Saatchi Guatemala | Digital Account Director: Diego Anzueto 
 Project Leader: Nicolás Moreno | Research: Juan Pablo Mijangos | Strategy: Delmy Alvarenga Creative Director: Luis Samayoa | Creatives: Sebastián Obando, Marco Ramírez Design: David Galdamez | Social Media: Mario Gonzalez, Roberto Santizo
 This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador. It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi & Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com

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