Innovative Gatorade panels measure passersby’s heartbeats in São Paulo
Calling all cardio lovers in Brazil: Gatorade’s new outdoor campaign will measure your heartbeat and hydrate you for free.
The billboard offers dehydrated athletes Berry Blue Gatorade
Today, a heart-pounding outdoor campaign hits São Paulo’s streets.
Gatorade, the famed sports drink under PepsiCo’s wing, unveiled novelty out-of-home (OOH) work on Paulista Ave. It’s an interactive panel dubbed ‘BPM Pay’ that measures cardiac rhythm and promotes hydration among “urban athletes,” according to a brand statement. It also offers participants Gatorade’s new Berry Blue flavor to ensure adequate hydration during or after training.
Those strolling down Paulista Ave can participate by registering directly on the panel and having their cardiac frequency read.
The initiative seeks to promote interaction between locals who exercise while reinforcing ‘Sua Que Dá,’ a Portuguese concept that emphasizes the message that sweat helps us go further.
Jorge Natteri, head of marketing for Gatorade in Brazil, commented: “We are excited to bring this hydration experience to urban athletes, especially runners, who frequent [Paulista Ave]. We want to encourage exercise and ensure that everyone has access to adequate hydration for optimum performance.”
The action takes place at strategic times throughout the day: from 7am to 9am, from 12pm to 2pm, and from 7pm to 9pm, on weekdays. At weekends, the period of operation will be extended from 7am to 7pm. The campaign will run until April 8 and is free to take part in.
Media conception and implementation are the work of The Bakery agency in collaboration with Eletromídia.
Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.