Lucozade Energy's Find Your Flow - Network

6.15 Lucozade BMBI Digi 48.jpg


The Objective

Lucozade’s ‘Find Your Flow’ was one of the biggest campaigns in 2015, targeting a wide audience of ‘everyday strivers’ with a combination of TV, Radio and OOH. Everyday strivers comprised people who work hard, play hard and pack their days full. Looking to make a big impact and position Lucozade as relevant to everyday dips in energy levels, a further campaign objective was to target a more specific audience of those strivers who are ‘on the move’.

The Strategy

We knew that Lucozade had to do something completely original and that our large format DOOH sites would provide the solution in targeting the everyday strivers on the move. But more crucially, this message could be amplified using another powerful medium, radio, to create a standout audio-visual experience. In an ambitious media first Primesight approached GTN UK to make it happen. Together, we established the idea of synchronising Lucozade’s radio schedule spot times, which were running adjacent to traffic bulletins on all major radio groups, with our portfolio of national digital roadside panels. This would create a unique, emotive and engaging experience for drivers in need of a Lucozade Energy boost.

The Execution

Close collaboration between all partners (Mediacom, Primesight and GTN UK) was instrumental in overcoming difficult technical and logistical issues as this had never been done before. BroadSign player software was used to perfectly sync ‘disruption spots’ into Primesight’s outdoor scheduling system. As soon as the Lucozade radio ad played during a commuter’s journey, the digital outdoor panels seamlessly switched to a full domination ad for Lucozade to create a multi-sensory, targeted experience for drivers.

The Outcome

Research showed that 79 per cent of our target audience saw and heard the OOH and radio campaign of which 63 per cent were likely to consider purchasing Lucozade Energy as a result of being exposed to the campaign. This is 37 per cent more likely than those just exposed to radio and 23 per cent more than those just exposed to outdoor. Significantly, 40 per cent of those exposed to both OOH and radio were spontaneously aware of the Lucozade brand, which is 14 per cent more likely than those solely exposed to radio and 33 per cent more likely than those exposed solely to OOH.*

*Source: Clark Chapman Advertising & Media Research, June 2015

“We are really pleased with the way Mediacom have worked with Primesight and GTN UK to develop this innovative use of DOOH and radio to really help land Lucozade’s role within on the move occasions.”

Lesley Stonier, Marketing Manager, Lucozade

Goals

Target an audience of ‘everyday strivers’ on the move

Position Lucozade Energy as relevant to everyday dips in energy levels



Results

79 per cent

of our target audience saw and heard the OOH and radio campaign

of which

63 per cent

were likely to consider purchasing Lucozade Energy as a result of being exposed to the campaign*

Download as PDF >

Press

How do you make an impression?
(21/03/17)

For the answers we turned to the boxing legend Chris Eubank Britain's Best Dressed Man and 19 times world boxing champion Making An Impression' - M...

Read More >
​Primesight creates 'Head of Sales’ role ahead of the LinkUK launch this summer
(15/02/17)

Primesight today announced that James Power will become their first Head of Sales to lead all sales activity ahead of the integration of the ST6 and B...

Read More >

Opinion

​Making an impression with Chris Eubank
(23/03/17)

Britain's Best Dressed Man and 19-time world boxing champion tells allto Matt Teeman, Managing Director, PrimesightAt Primesight we're on a mission to...

Read More >

Media

More Tweets >