LUCOZADE
GIVE ME STRENGTH
The 'dream brief' waiting on my desk one morning:
'Expand on the Cannes-Grand-Prix-Award-Winning Lucozade campaign by bringing it to life in the digital space. Anything goes....
My reaction:
Ooooooorite!
Have a look at what we did:
A closer look at each execution:
First, we targeted the poor people transferring and downloading giant files via WeTransfer with a motivational message that got them through every painstaking percentage.
Next, we targeted relevant content that would require a lot of energy to watch. Our pre-rolls then encouraged YouTubers to get through the content AND those unavoidable, unskippable seconds before it all.
When they were stuck in traffic we were there, utilising Waze to target them in their moment of need. We were even able to redirect them to their nearest Lucozade with our tactically-placed zero-speed takeover banners.
And on Twitter? We created a Tweebot that responded to people in real time, encouraging them through their difficult situations
with energy.
The Awards:
- 1 x Bronze Loerie Award for Lucozade's Give Me Strength campaign_ WeTransfer_ Digital & Interactive_Online Advertising
- 1 x Bronze Loerie Award for Lucozade's Give Me Strength campaign_ Integrated 360 Campaign
- 1x Silver Bookmark Award for Innovative Use of Media
- 1x Silver Bookmark Award for Integrated Digital Campaign
- 1x Leader Assegai Award for Digital Campaign _Banners, websites and microsite
