When the road goes quiet, roll out the turf: what Gatorade actually did
Gatorade and Leo Burnett India analysed 20 years of historical Google Maps traffic data to predict exactly when specific urban roads sat empty. At those windows, teams deployed modular sports turfs, installable in under 10 minutes, into intersections, parking lots, and streets across Mumbai and Bengaluru. A companion platform showed citizens where and when they could play, turning dead urban time into usable sporting space.
The tension it resolves
Gatorade is a drink for people who play, but most of its Indian audience had stopped playing because the city seemed to have no room for them.
The challenge it solved for Gatorade: How does a sports drink brand grow consumption in a market where most potential users have stopped playing sport, not because they lack motivation but because they cannot find anywhere to play?
The mechanism
A brand uses publicly available temporal data to reveal a hidden resource its audience already owns but cannot see, then physically activates that resource so the product becomes relevant in the moment of use.
The proof
Campaign: Turf Finder, Leo Burnett Mumbai, 2024. Over 50,000 participants engaged. WARC Awards 2025, Use of Data Grand Prix. Cannes Lions 2024 Gold in Creative Data. Cannes Lions 2024 Bronze, Entertainment for Sport.
FAQ
What is the When the road goes quiet, roll out the turf pattern?
A brand uses publicly available temporal data to reveal a hidden resource its audience already owns but cannot see, then physically activates that resource so the product becomes relevant in the moment of use.
Which brand proved it works?
Gatorade, in sports & energy drinks (India (Mumbai, Bengaluru and other metros)). Campaign: Turf Finder, Leo Burnett Mumbai, 2024. Over 50,000 participants engaged. WARC Awards 2025, Use of Data Grand Prix. Cannes Lions 2024 Gold in Creative Data. Cannes Lions 2024 Bronze, Entertainment for Sport. jugnu's Kosh tracks 356 such patterns across Indian and global brands.
How do I apply this to my brand?
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