Objectives

Lucozade Energy is the biggest player but is in hot pursuit by challenger brands, and in particular stimulation drinks, which are driving aggressive growth within the category. Pressure is on Lucozade Energy to stand out from the competition and to maintain market share.

Production Values

In order to make the road trip a truly unforgettable experience for the Snowbombers, we developed a series of brand activations (and #YESMoments) over the 750 mile road trip between Chatham, Kent and Mayrhofen, Austria, in line with Lucozade Energy’s brand strapline – #YESMoment.

The activities needed to encourage engagement and commitment from the road trippers. To do this we needed to provide the means for them to actively participate in a beneficial way with the brand whilst being relevant to the unique environment.

Overall Effectiveness

Looking at each objective in turn, the results were as follows:

Sample 3,500 bottles of Lucozade Energy

3,500 bottles of Lucozade Energy were sampled throughout the road trip at key moments when that boost of energy was needed most, including the Silent Disco, the Original Delivery and the Big Reveal.

We wanted to capture the event using innovative filming techniques. The end result was an impactful film that gives the illusion of 3D without the use of glasses. We then worked with Lucozade’s media and digital agencies to amplify the film through all social channels. To date we’ve had close to 1 million views on YouTube!