Lucozade Energy is a youth FMCG brand and the brief was to connect with a challenging, fast-moving and media-aware audience. To maintain market differentiation it was important that the creative be distinctive, edgy and imbue the brand with a personality that would have broad appeal as well as retaining credibility with style-setters..
The campaign was dedicated to tracking down an enigmatic fugitive: John Chase, a man always on the go. Good guy or bad guy, who really knows, but by helping track Chase down the public were in with a chance to win one of 40 city breaks and the grand prize of a BMW Coupé.
Clues to Chase’s whereabouts were seeded across multiple digital and offline territories – website, Facebook, MySpace, mobile, email, voicemail and radio – while search engine marketing, online rich media banners, DM and outdoor drove customers towards the game. Meanwhile, a mysterious online character delivered tips in real time to encourage deeper engagement. To win, players needed to harness all their skills as digital natives to piece together the map of Chase’s movements and win the game. These digital natives formed the core of Lucozade’s target market and are proven key influencers on behalf of the broader Lucozade brand.
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The www.lucozadeeneergy.ie site attracted 22,000 unique visitors over the 3 weeks of the campaign with 6,000 driven there by online advertising. Over 3,000 people entered the competition online, with almost 5,000 emails sent to participants. 500 people friended and messaged the Facebook tipster in just 3 days. IP address tracking revealed numerous visits across multiple online channels, revealing the depth of online engagement with the brand. The campaign was cited by BBC UK as an excellent example of innovative display advertising by an FMCG..
