Lucozade woos knackered drivers

Primesight, MediaCom and radio service GTN are launching what they claim is a UK media “first” with a national realtime campaign for Lucozade Energy, which will see digital outdoor ads synchronised with traffic updates across major commercial stations.
According to the blurb, by linking radio with posters “the partnership seeks to connect more platforms and more messages together in a world of ever increasing complexity and technology”.
Posters will appear across Primesight’s digital 48-sheet network in tandem with radio spots, meaning that drivers who are lucky enough to be in the target zone will see and hear Lucozade Energy’s ‘Find Your Flow’ messaging while they are stuck in traffic.
The radio ads will air on all major groups and stations including Global, Bauer, Absolute Radio and TalkSport.
Here is more blurb: “The communications objective to make the Lucozade energy drink more relevant to everyday energy lulls”. In other words, the brand is targeting knackered drivers.
Primesight group business director Nigel Fung reckons the campaign shows what out of home (ie posters) are capable of when it comes to real time marketing opportunities and partnerships with other media channels. “OOH is one of the most flexible and adaptable media channels the industry has to offer,” he enthused.
However, it seems many brands remain unconvinced, according to the recent ‘Look Again’ report, carried out by Clear Channel UK. The study, published in March, shows many marketers’ perceptions are at odds with the new levels of digital sophistication available across the medium.

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