Testing teams to the limit with Lucozade Sport – GOLD IPM award winner

To promote their Fuel to Rule campaign, Lucozade Sport – the official sports drink of the England team – launched the “Conditions Zone”, a purpose built state-of-the-art 5-a-side facility built to simulate the temperatures and humidity experienced by players during the 2014 World Cup in Brazil. As Lucozade Sports’ lead digital and social agency, we worked as part of a multi-agency team to fuel discussion around hydration and performance.

We first recruited amateur teams who wanted to test themselves to the limit via online display, deployed on grass roots sites and managed their registrations via the Lucozade Sport website. Within the Conditions Zone we worked alongside Lucozade Sports’ experiential agency to manage the tablet registration process for each player, recording their key stats. With the brand’s team of sports scientists, we produced all interface design within the Conditions Zone, displaying pre and post-match data recorded via wearable tech relating to weight, fluid loss and distance covered during the match.

The Conditions Zone hub we created on the Lucozade Sport website attracted significant visitor numbers within just four weeks. The hub also housed our Conditions Simulator – a tool allowing users to control conditions to see how location, hydration level, game length and play intensity affect performance.

During the tournament we engaged Lucozade Sport fans on Social Media. Working within stringent World Cup guidelines, we developed and published a range of content around conditions and performance, including a range of infographics and videos with all the action from the Zone – complete with drone tour footage.

Our work on this campaign picked up a Gold award for Best Use of Technology at the 2015 IPM awards

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