Gatorade's Turf Finder turns emptied streets into pop-up courts — Spikes Creative Data GP

20 years of Google Maps traffic data finds when streets empty, so Gatorade drops modular turfs and turns roads into courts — 50,000+ players.

Gatorade · PepsiCo

创意是什么Use traffic data as urban insight: 20 years of Google Maps patterns show when streets empty, so Gatorade drops modular turfs and turns dead roads into pop-up courts.伤筋动骨

当时的题目

Gatorade was struggling in India: 678 million Indians follow sports, yet only 2% of the population actively plays, and 76% name 'no space' as the biggest barrier. You can't grow a sports-hydration brand in a market where people aren't playing.

它是怎么成立的

Gatorade is a global leader in sports hydration, but in India it couldn't grow, and research showed why: 678 million Indians follow sports, yet only 2% of the 1.4-billion population actively participates, and 76% say the biggest barrier is having no space to play. Urbanisation and disappearing playgrounds had erased the one thing sport needs most — somewhere to do it. The brief wasn't how to sell more drinks; it was how to make play possible again.

Leo India's insight was that Indian cities are temporal: congestion moves in patterns set by office peaks, factory shifts and transit slowdowns, so roads that are choked at rush hour open up at predictable windows. Using 20 years of Google Maps traffic data, the team identified exactly when and where streets cleared, then dropped modular, mobile turfs that could be assembled and dismantled within minutes — turning dead asphalt into live basketball and badminton courts.

The first turf dropped in Mumbai, followed by Delhi's Chandni Chowk and Lajpat Nagar. Geo-targeted and playable out-of-home ads announced each location 48 hours in advance, and local communities, onlookers and players of all ages joined in. Crucially, the model was built to outlast the campaign: Mumbai's civic body and fitness chain CultFit came on board to keep the turfs going.

The numbers followed: 50,000+ players engaged, 150+ locations mapped, 121% sales growth in Mumbai and $1M in earned media value, with the state government offering 30+ further locations under the Fit India Movement. The campaign won a Gold Lion at Cannes 2024 and the Creative Data Grand Prix at Spikes Asia 2025 — proof that a brand can grow by giving its market the missing playing field.

妙在哪

The insight was cultural, not product-based: in India, sports participation collapses because space disappeared, so Gatorade made access its product.
Twenty years of traffic data turned a city's congestion into a schedule of empty streets — a renewable, data-driven inventory of play space.
Modular turfs that assemble in minutes made a roads-to-courts transformation cheap, repeatable and city-scalable.
Partnering with Google Maps gave the idea an authority and precision that a stunt alone couldn't claim.
The civic body and CultFit joining turned a campaign moment into infrastructure, so play could continue after the turf rolled away.

做出来什么

50,000+ players got back on a field, 150+ locations were mapped, Mumbai sales grew 121% and the activation earned $1M in media value. The state government offered 30+ locations under the Fit India Movement and CultFit joined in. The work won the Creative Data Grand Prix at Spikes Asia 2025 and a Gold Lion at Cannes Lions 2024.

可以借走的

When demand is missing because infrastructure is missing, don't sell the product — sell the access. The data that maps traffic can map opportunity: right space, right time, is a place to play.

后来

Turf Finder kept collecting trophies through 2025 — Creative Data Grand Prix at Spikes Asia, a Gold Lion at Cannes, plus multiple Silvers and Bronzes at ADFEST — and became the reference case for data-led urban activation in India. Its bigger legacy was institutional: Mumbai's civic body and CultFit adopted the model, and the state government offered 30+ locations under the Fit India Movement, moving the idea from a brand stunt toward city policy.

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