Grey Advertising London

The Conditions Zone

Lucozade

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    Lucozade

    The Conditions Zone The Conditions Zone

    OVERVIEW

    Before the World Cup, one of the biggest discussions in the media was about how climate conditions in Brazil would affect England’s performance. While everyone else talked about how difficult the conditions were going to be, we brought Brazil to London - giving people the chance to experience the heat and humidity of Manaus themselves. We created The Lucozade Sport Conditions Zone - a unique, state of the art 5-a-side venue that replicated the searing 32-degree and 76% humidity jungle conditions that the England team were to face. The building itself was just the tip of the iceberg.  We launched it with a film that melted Steven Gerrard. We partnered with grassroots football communities to recruit our target audience. We opened with a huge PR push, generating media engagement and column inches. We followed this with a programme of content, including films featuring John Barnes, a bunch of WAGS and some chickens to help explain the science behind the conditions and hydration. We pushed it out via our social channels and key sport influencers Gareth Bale and Alex Oxlade-Chamberlain. The Zone and what we learned from it enabled us to talk about the World Cup with a unique point of view, driving social conversation and publishing match-reactive content.

     

  • Industry:
    Energy/Nutrition Products & Services
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    Branding & Design, Strategy, Activation, Public Relations
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  • Office:
    Valenstein & Fatt
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