Campaign: Lucozade visits unis to boost student take-up

As part of its year-long Energizing Britain campaign, Lucozade Energy used Mango Experiential Marketing to target higher-education students.

Campaign Energizing Britain – Higher Education
Client Lucozade Energy
PR team In-house and Mango Experiential Marketing
Timescale 2 October-3 November 2006
Budget £110,000

With Lucozade widely perceived as a hangover cure by students, the GlaxoSmithKline-owned brand wanted to generate greater understanding of the drink’s physical and mental benefits.

Objectives
To reposition Lucozade Energy among students as an aid to alertness and concentration while studying. To create an energetic and invigorating experience to reflect brand values. To boost sales.

Strategy and Plan
To avoid the cluttered and frivolous environment of freshers’ week, Mango timed a series of activities to target students at the start of their educational term. Over a five-week period, the team visited the UK’s top 20 universities by student population, including Bristol, Birmingham, Edinburgh, Leeds and Manchester.

Activities were aimed at portraying brand messages in a fun and memorable format. The first involved a branded milk float, with a light-activated wall for testing reaction times. To highlight how Lucozade could boost students’ energy while studying, branded rickshaws carried students to lectures and around campus.

Finally, Mango set up a bubble box, filled with hundreds of flying foam balls, to represent the drink’s invigorating isotonic fizz. On entry, students were challenged to collect as many balls as possible against the clock.

All activity was supported by sampling, news releases to local press and media, plus casual information delivery and chat from members of the event team acting as ‘brand ambassadors’. The event team even recruited local students as brand ambassadors to help identify the best sites for the promotional events.

Measurement and Evaluation
According to Mango, a total of 30,000 samples of Lucozade Energy were handed out at campuses. It says that around 16,500 students had a ‘deep engaging experience’ – in other words, they spoke to a brand ambassador.

The PR agency estimates that a further 100,000 students at the 20 sites were exposed to the activity.

Results
Sales figures relating to the campaign are not available. However, anecdotal evidence suggests that of the three experiential Energizing Britain initiatives that Mango ran for Lucozade Energy in 2006, the student-focused campaign was the most successful.

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