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

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. 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. 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