The Conditions Zone
10:00 amWe can always count on the marketing surrounding sports events to keep us optimistic beforehand and keep us all going after the embarrassment of our "unexpected" early exit - when we will ever learn. Lucozade Sport Conditions Zone definitely succeeded where the team failed back in 2014.
'The Football World Cup gave Lucozade Sport the perfect platform to communicate to its target audience in an innovative, immersive and credible way. TRO and the integrated agency team were set the challenge of making Lucozade Sport ‘the most talked about sports drink’ during the World Cup. The key objective of the campaign was to create a World Cup-relevant experiential event with science at the heart, bringing to life the claim that Lucozade Sport ‘Enhances Hydration, Fuels Performance’'
TRO created the ‘Lucozade Sport Conditions Zone’ – a bespoke, state-of-the-art immersive experience in Canary Wharf - offering grassroots footballers the chance of playing 5-a-side football in the same conditions as England’s opening World Cup game in Manaus, Brazil (average conditions of 32°C and 76% humidity).
The campaign resulted in 114 pieces of PR coverage in almost every national newspaper, 17 million broadcast reach including Good Morning Britain and BBC Sports and over 300,000 social engagements.' *
Similar to the Adidas Predator Instinct: The Game campaign, (which you can read about on previous post All In, Do It), I took inspiration from this exciting sporting activation when I was developing my own concepts in my final year of University and I loved every element of the Conditions Zone. Rather than pushing product onto the players, they targeted the science behind it which is an interesting technique They also considered the different rooms, not just the pitch and made players truly understand what it takes out of your body and therefore the players. However I doubt it will have helped with the empathy for the players during what was a pretty tragic tournament.
*https://tro.com/case-study/lucozade-conditions-zone/
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