Boxing Day – the day after Christmas Day and a public holiday – marks the start of the sales in many English-speaking countries, including Australia. It’s therefore become synonymous with shopping. But aren’t people supposed to be getting back into shape after all those festive feasts? Gatorade wanted to motivate them while strengthening its position as a wellness partner. So the agency Akcelo opened the Gatorade Sweat Exchange. This gave Australians the opportunity to exchange physical activity for discounts on items such as phones, electronic devices and headphones. A running track was on hand as well as fitness instructors. The activation was a runaway success, with more than 7 million steps recorded in one day – and customers taking an average of more than 20,000 steps in return discounts their purchases.