“Bus stop workouts” is not something you hear often, and say even less, or it was until UK-based energy drink brand Lucozade revealed their latest experiential campaign on 14/10. Aimed at getting the country up and moving by live-streaming fitness sessions, the brand has been working in conjunction with advertising agency Grey London, as well as outdoor advertising specialists JCDecaux, to bring the aptly named “wait training” campaign to life.
Participants enjoy an instructor-led training session and are treated to a bottle of Lucozade afterwards as a reward. We know it sounds great, that’s why we’ve got this video for you:
Cool right? We like this campaign because it takes an innovative angle on the brand’s core values, whilst appealing to demographics typically not associated with sports electrolyte drinks including over 60’s and parents with small children. It goes to show that the only limit to a campaign’s reach is the imagination of its creators.
Kay Bartlett, Brand Manager, Lucozade Sport said:
“Converting a bus stop shelter into a live interactive exercise area, whereby a trainer will encourage the British public to take part in a variety of exercises from Zumba to boxercise, shows that we are committed to achieving our target of helping 1 million people moving more by 2020.”
You can find out more about the campaign here. As always, stay tuned for more cool events and expert insights.