The Lucozade YES campaign 2011

January – November 2011

YES is a campaign that highlights those moments, whether you’re a rock star or skateboarding in the park, when everything comes together at the right time and the energy starts to flow.In 2011 Splendid enabled the UK public to share in and experience their very own YES moments.

Objectives

Splendid was tasked with bringing to life the Lucozade YES campaign and engaging the specific target audiences of Lucozade Sport, Sport Lite and Energy with tailored campaigns, using music as the focal point.

Strategy & Execution

Our strategy focused on offering exclusives to specific media to drive coverage and views around the launch of the ads. We then created events to engage the public and announce the release of each ad’s music track.

  • Tinie Tempah exclusive (Mar): With Tinie Tempah the new face of Lucozade Sport, Splendid hosted an exclusive photo shoot in the Hollywood Hills with the rapper and the stars of the new ad.
  • Boxing event for ‘Sport’ (Mar): To launch the new ad, Splendid organised an exclusive event in a graffiti-covered underground London venue. The unique mash-up of drumming and boxing event brought the ad to life and coincided with a media splash announcing the Lucozade Sport and Tinie Tempah partnership.
  • Ministry of Sound event for ‘Sport Lite’ (Jun): To promote Lucozade Sport Lite, Splendid focused on the lighter side of sport. We created a unique event at the Ministry of Sound to launch a new roller-skating ad with DJ Fresh premiering its soundtrack ‘Louder’ to the party crowd. It also featured world-renowned freestyle skateboarder Kilian Martin, the LA Rollergirls who starred in the ad and a team of free runners who all helped the advert race to a million views on YouTube. A month later ‘Louder’ was No. 1 in the UK singles chart and Splendid added a new gold disc to its wall.
  • Music festival activation for ‘Energy’ (Jul-Nov): For Lucozade Energy, Splendid engaged a team of magazine writers and bloggers to become the drink’s roving reporters at a series of UK music festivals. Bret Domino and the Goldie Lookin’ Chain drove traffic to the new Lucozade Energy ad by producing their own pastiches on YouTube.
  • Limited edition bottles (Oct-Nov): Lucozade’s ‘Year of Music’ culminated with the YES List: 7 flavours, 7 bottles and 7 exclusive designs by 7 artists including Plan B, Tinie Tempah, Calvin Harris and Wretch 32. Splendid arranged a series of interviews with Plan B to drive interest ahead of the limited edition bottle launch with a star-studded event timed for when the bottles hit the shops.

Results

• More than 300 pieces of coverage across print, online and broadcast.

• The Lucozade ads received more than 2 million YouTube hits in a month.

• DJ Fresh’s ‘Louder’, the soundtrack to the Sport Lite ad went straight to Number 1 in the UK charts, sold more than 400,000 copies to go ‘Gold’ and was the biggest selling pre-ordered download ever.

Think before you print! Save energy and paper! Do you really need to print this page?
Fee Income
X
Drag here
  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
X
Drag here
  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
X
Drag here
  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
X
Drag here
  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
X
Drag here

The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
X
Drag here

Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
X
Drag here

NB This will not appear as a separate list in the yearbook.