Lucozade - "YES Records"

Grey London

Grey London London, Reino Unido

3270

Titulo	YES Records
Agência	Grey London
Campanha	Yes Records
Anunciante	GlaxoSmithKline
Marca	Lucozade
Data da primeira Transmissão/Publicação	2011 / 2
Sector Empresarial	Bebidas carbonadas
História	Lucozade is the UK’s 8th largest brand and energy and sports category-leader. But the brand was slipping from the hearts and minds of the public and losing relevance; outdone by new arrivals and slowing in growth against global mega-brands. We needed a point of difference. So rather than simply selling energy, we created it. The YES campaign was born. We delivered entertainment, created our own music, created unique collaborations, re-energized the brands. We got involved with countless sporting events and festivals. We created four films for the Sport, Lite and Energy brands, and launched Revive with another. We brought Tinie Tempah, Travis Barker and Olympic Gold-winner Katie Taylor together, in one of the most surprising collaborations in years. 14 digital platforms. 15 social platforms. Four traditional platforms. Four music platforms. Partnerships with Channel 4 and MTV. Stunts and competitions. Free sports sessions, free Spotify, exclusive music content. Louder, a YES collaboration with DJ Fresh, was a UK #1 single, one of the top five selling tracks of 2011, had over 18m views and achieved the highest ever pre-order in iTunes history. 2.1m new customers and a £21.5m sales uplift.
Tipo de Mídia	Case Study
Comprimento	120 seconds
Director executivo criativo	Nils Leonard