LUCOZADE ENERGY - THE YES LIST by Billington Cartmell for Lucozade

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LUCOZADE ENERGY - THE YES LIST

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Billington Cartmell
Creative Director Beri Cheetham
Art Director Paul Gygi
Designer Ant Eagle
Released October 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: GSK
Product/Service: LUCOZADE ENERGY
Agency: BILLINGTON CARTMELL
Creative Director: Beri Cheetham (Billington Cartmell)
Creative Head: Dave Beattie (Billington Cartmell)
Art Director: Paul Gygi (Billington Cartmell)
Senior Designer: Darren Mael (Billington Cartmell)
Designer: Ant Eagle (Billington Cartmell)
Senior Account Director: Chris Walker (Billington Cartmell)
Senior Account Manager: Rob Mathie (Billington Cartmell)
Head Of Innovation: Dan Machen (Billington Cartmell)
Creative Technologist: Felix Morgan (Billington Cartmell)
Media placement: Augmented Reality Platform - Online / Social - November
Media placement: Making of Films - YouTube - October
Media placement: Packaging - Retail - October

Describe the objective of the promotion.
The energy drinks category continues to grow at breakneck speeds. At the time of the YES List’s inception in late 2011 the category was growing quicker than the leading brand within it, Lucozade Energy. With loss of market share a genuine threat from smaller more niche brands such as Red Bull and Monster, a campaign was required to return Lucozade Energy to its rightful place at the forefront of the category that it created.

Describe how the promotion developed from concept to implementation.
The YES List saw the creation of seven limited edition Lucozade Energy packs each expressing a leading UK artist’s passions and influences.
Each of the seven designs saw the artist take a hands-on role in art directing their bottle design with the lead artists Plan B and Tine Tempah taking things a step further by using AR platform Aurasma. Once a smartphone equipped with the app is pointed at Plan B or Tinie Tempah’s limited edition bottle the design suddenly springs to life with the artist themselves directing fans to watch their content with a simple touch of the screen.

Explain why the method of promotion was most relevant to the product or service.

Whilst the sales results speak for themselves, the innovation of a world-first AR platform, collaborative process with the artists and PR generated by the campaign put Lucozade Energy and music for all the right reasons.
By tapping into the artists’ own passions, the brand gave them a platform to tell a wider story for the fanbase – from Tinie Tempah’s Disturbing London clothing range to Plan B’s talents as an actor, director and producer the campaign built strong foundations for a credible and collaborative creative process.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Although exact specifics are confidential the campaign increased brand sales YOY with the Aurasma element specifically driving 20,000 interactions with 1M+ OTS via social media channels of the YES List artists.