Case Study 4: Lucozade

Brief

When Lucozade brought out their newest caffeine energy shot, they looked to BAM to help them increase brand awareness in the student market of the new Lucozade Alert Plus.

Approach

The campaign specifically focused on advertising in student organisations that sell Lucozade Alert Plus in their shops and bars. To capture students’ attention, a fun and experiential campaign was designed.

The experiential campaign used fairground style games, such as bouncing a ping pong ball across 3 podiums. Students had to purchase the product to be able to play the game and the student who completed the game would win a cash prize £250.

The campaign was arranged to take place at 15 universities spread across the UK in outdoor spaces available at the student organisations.

Lucozade staff were in fully-branded clothing which attracted students towards the campaign and they also used flyers to promote the activity on-site.

Results

To participate in the game the student needed to purchase the product. This meant that the client was able to track the success of the campaign by reporting the number of students who were active with the promotion.

This particular method of quantifying engagement was crucial to Lucozade in order to establish the effectiveness of their campaign and their new product.

This campaign was effective to the student demographic as it was fun, eye-catching, realistic (in terms of completing the game to win a prize) and anyone could join in.