In partnership with Eletromidia, the brand aims to interact with people in the region who practice physical exercise
Gatorade is promoting an initiative that aims to hydrate street athletes with an OOH activation on Avenida Paulista, in So Paulo.
In collaboration with Eletromidia, the campaign features an interactive panel that measures heartbeats and offers Gatorade to participants who register. The initiative seeks to promote interaction between those in the region who practice physical exercise, while reinforcing the brand's “Sua Que D” concept.
“We are excited to bring this hydration experience to urban athletes, especially runners, who frequent Av. Paulista. We want to encourage exercise and ensure that everyone has access to adequate hydration for optimal performance,” said Jorge Natteri, Head of Gatorade Marketing in Brazil.
The action takes place at strategic times throughout the day: from 7am to 9am (morning), from 12pm to 2pm (lunch) and from 7pm to 9pm (evening) during weekdays. On weekends, the operating period will be extended, from 7am to 7pm. The OOH campaign will run until April 8th.
