General information

Campaign objectives:

To re-brand Aquarius. The name of the brand changed from Aquarius to the Powerade brand. Powerade, a name already established in numerous other countries, will now be adopted in Belgium. This transition doesn’t mark the launch of a new product, but rather a repositioning of an existing one. Aquarius will continue to be available, primarily as a water substitute, while Powerade will be positioned as the dedicated sports drink. The objective was to create brand awareness for the new brand name. 

Context

 The aim was to create brand awareness for the new name Powerade which will replace Aquarius. The campaign further aimed at ensuring that people recognize Powerade as the previous Aquarius bottle and not as an entirely new brand. This affiliation facilitates an immediate association for customers with the esteemed Coca-Cola brand.

The campaign went as follows; During player substitutions, the transition from Aquarius to Powerade was highlighted. Just as players switch during the match, Aquarius transforms name, appearance, and feel, becoming Powerade.

As the first player goes to the bench during each match, the classic Aquarius bottle is presented. In addition to the player, the bottle and Aquarius’ name are also swapped, and then Powerade adorns the screen. These integrations will be visible, with billboards, for five weeks during and around Jupiler Pro League matches.

Thanks to the creative integrations enabled by DAZN, they were able to announce the brand transition creatively. Our sales department together with our Mayo Media department (the Transfer Media creative department) were responsible for the innovative ideas. 

They followed the campaign very closely and documented it to DAZN, The Coca-Cola Company, and JPL. It was our first big campaign in this format so afterwards they communicated it with the press and our other advertisers and agencies.

Creative Minds

The partners and creative/media agencies involved included: DAZN/ JPL/ THE COCA COLA COMPANY/ EssenceMediacom and Transfer Media for the implementation of the campaign.  Those especially involved included:

Transfer Media: Sam De Clerck (account manager), Julie Jeunen (Marketing and Brand Partnerships Manager), and Eline de Chaffoy (Marketing and Brand Partnerships Planner)

DAZN:  Lieven Frans (Sponsorship & Branded Content Sales Manager at DAZN Belgium.

JUPILER PRO LEAGUE: Tim Vlaeminck (Key Account Manager)

Campaign video

Results

The campaign was featured during some high-quality football games so they obtained their objectives with some good results.

There was high awareness of the campaign due to Belgian football having a large reach within the country. The campaign resulted in a total of 8.437.159 contacts were reached during this period. That translates in reaching 12,5% of the target group in the North of our country, and another 8,7% in the South of Belgium

The clients and agencies were therefore happy with the results. This campaign marked as a stepstone for attracting new clients for this type of creative solutions. It is scalable but the inventory remains limited due to the nature of the campaign. This means that the available inventory is very premium