Boxing Day is Australia's biggest retail event of the year, with an estimated $1.25 billion spent by consumers. And on one of the most sedentary days in the calendar, Gatorade decided to hijack the event by turning sweat into currency.

We tapped into the behaviour of eager shoppers and gave them new purchasing power - with their step count. The Sweat Exchange was a physical store in the heart of Sydney’s CBD and shopping district, complete with running track and treadmills for shoppers to step their way into deals.

To make a purchase, shoppers simply showed their step count on their phone or wearables and the greater their effort, the greater reward. From smart fitness devices to a fully paid trip to the exclusive NY Marathon, every deal helped facilitate more physical activity for shoppers beyond the activation itself.