Lucozade Sport is the UK's leading sports drink and plays a valued role in the active lifestyles of hundreds of thousands of people. Whether on the field, in the gym or on the track Lucozade Sport aims to deliver the right fuel before, during and after exercise. The Lucozade Sport range is marketed to people who pursue active lifestyles and has become the choice for athletes, footballers, runners and those who enjoy sports, physical activities and exercise at any level.
Lucozade Sport appointed aecor to help build and deliver a niche digital campaign to help “amateur footballers be more Premier League” – targeting a specific demographic of males between the ages of 16 and 34 year olds.
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Brand Marketing Manager at Lucozade
aecor created, designed and powered the "Lucozade Sport Performance League" (LSPL) campaign. The LSPL enabled teams to compete against each other in an exciting virtual league, using the performances from their own amateur fixtures (real-life) to determine their position in an online championship (digital). 80 teams battled it out in the ultimate virtual football league, each of them supported by a season-long Barclays Premier League club-style sponsorship package, with four divisions all competing for a place in the season finale at Manchester United’s ground at Old Trafford. The supporting professional treatment included a new team kit, a visit from a Lucozade Sport Scientist, a season's supply of Lucozade Sport products and expert advice from Lucozade’s panel of professional stars - Martin Keown, Les Ferdinand, Steven Gerrard and Darren Bent.
To increase awareness of the brand message of helping “amateur footballers be more Premier League”, aecor also created and powered a separate virtual knock out cup consisting of 512 teams.
aecor were involved from the initial conceptual and design phase, through to full campaign management and delivery of all the digital assets including:
- Establishing an overall campaign brand and creating all associated digital design work
- A dedicated campaign LSPL responsive website
- An LSPL branded responsive website for each of the 80 participating teams
- A mechanism to automatically power the all the results and league tables for both the virtual championship and the virtual knock out cup
- Full project management for the season long campaign
aecor delivered a creative digital platform and managed the campaign from start to finish – including direct communications with the 80 LSPL and 500+ virtual team participants.
Meltis Mexicans FC arrived at Old Trafford fresh from enjoying a weekend in the life of a top flight club – and overcame Streatham Stanley to take the overall title of LSPL Champions.