tbk: Lucozade Sport - Move More Win More
An integrated promotional campaign that put Lucozade Sport at the heart of the consumers fitness journey
The challenge was to remind fitness enthusiasts that Lucozade Sport would improve their performance and ensure it maintained an important part of their workout routine. We created a concept that allowed our target audience to ‘find their flow’ by tracking their fitness journey, and reward them for reaching their goals. The Move More Win More app converted a consumer's exercise regime into chances to win fitness led prizes.
A promotional bottle offered shoppers additional chances to win and exclusive shopper campaigns at Sainsburys, Tesco and Co-Op offered separate prize-pools, charity tie-ups and colleague engagement opportunities. The campaign was further supported with print, digital, OOH and social media.
After 10 weeks, the campaign had achieved its £3.5 million incremental RSV objectives and received 30k app downloads. The campaign was extended by another 10-weeks, after which it was decided the app – which had now been downloaded over 70k times - would run indefinitely, providing a permanent channel for the brand to communicate with its core audience.
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