Event Awards 2015: Best Brand Experience - B2C

Lucozade Sport - Bringing the World Cup Home to England, by TRO, was named Best Brand Experience - B2C in the Media Powerhouse-sponsored category at the Event Awards 2015.

The conditions in Rio were recreated on the pitch in Canary Wharf
The conditions in Rio were recreated on the pitch in Canary Wharf

During the 2014 Fifa World Cup in Rio, Lucozade Sport was eager to interact with passionate grassroots footballers in England.

TRO’s response was the Lucozade Sports Conditions Zone in Canary Wharf, a climate-controlled football pitch emulating conditions the England team would face during their opening match in Manaus, including temperatures of 32°C and 76% humidity.

To reflect Lucozade Sport’s ‘Enhances Hydration, Fuels Performance’ mantra, participants could see updates on their sweat and weight loss, plus speed and distance, and share this via social media.

With a total PR reach of more than 30 million, the Conditions Zone was covered by Good Morning Britain, ITV News and BBC Radio 5 Live. It also drove a 12% rise in sales on the year before.

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