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.

Highly commended: Pretty Green: John Lewis Oxford Street 150-Year Roof Garden 

Finalists:

Fever PR: Back to 1994 with the PS4

The Field: Xbox One Tour 2014

Jack Morton Worldwide: Desperados #PartyInstinct

Wasserman Experience: Vodafone 1984G Street

More: Event Awards 2015: Brand Experience Agency of the Year

Event Awards 2015: The winners

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @Georgi_Gyton

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now