Core disciplines: Experiential marketing, Sponsorship


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’.


We 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. 80% of people that experienced the Conditions Zone agreed that “Lucozade Sport helped me perform at my best”.

James Young, Head of Sponsorship, Lucozade Ribena Suntory said: 

“From idea, through planning right up to delivery, this has been an incredible campaign that has delivered excellent results for Lucozade Sport. The consumer experience, the PR generated and the social content created and brand ambassador use, shows a thoroughly well thought out, integrated campaign across all platforms.”


This is TRO's most awarded campaign ever, recognised with the following awards:

- Silver Cannes Lions Innovation for Creative Data Visualisation at the 2015 Cannes Lions
- Bronze CLIO Sports Award for Public Relations/Special Event at the 2015 CLIO Sports Awards
- Experiential Event of the Year at the 2015 The Drum UK Event Awards
- Gold for Brand Experience B2C at 2015 Event Awards
- Gold for Best Signature Event at the 2015 EEMAX Global Awards
- Gold for Best Experience Centre at the 2015 EEMAX Global Awards
- Gold for Stand Alone Experiential Activation at the 2015 IPM Awards
- Gold for Use of Technology at the 2015 IPM Awards
- Gold for Creative Technology at the 2015 Brand Republic Digital Awards
- Best Visitor Management Technology at the 2015 Event Technology Awards
- Best Use of RFID/NFC at the 2015 Event Technology Awards
- Gold for Most Immersive Event (by invitation) at the 2014 FMBE Awards
- Gold for Best Sporting Event at the 2014 Eventia Awards
- Gold for Best Learning Experience at the 2014 Eventia Awards
- Gold for Best Innovation at the 2014 Eventia Awards with Knit

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