Lucozade Sport is today launching its new campaign to champion sporting and active lifestyles. The ‘Made to Move’ activity involves a £5 million investment by the brand, with almost 16 million 16-34 year olds being exposed to the campaign, which aims to get one million people to move more by 2020.
The campaign - which runs until October 31 - launches with a new TV advert named the ‘Orchestra of Movement and will air for the first time tonight during a special episode of the panel show ‘The Last Leg’, broadcasting live from the Paralympics on at 20.10 on Channel 4.
The ad, which is set in a British street, centres around a fitness expert who acts as a conductor, orchestrating locals to take part in a variety of different sports such as Zumba, BMXing and spinning. The ad ends with a call to action to encourage members of the public to get involved with the brand’s ‘Made to Move’ sessions which will take place from October.
The TV campaign will be supported with outdoor advertising placed in highly visible locations such as bus stops and phone boxes to engage consumers with the activity.
For independent retailers, a number of point-of-sale materials will be available to drive sales and highlight the range and to encourage customers to get involved with the campaign. Kits, which will be distributed via CPM will include posters, wobblers and barkers, chiller clings, outdoor banners and aisle fins.
In October, Lucozade Sport will kick start its pledge to get the nation moving with a series of ‘Made to Move’ workout sessions, hosted by influential sport and fitness ambassadors. The first ‘Made to Move’ session aims to be the largest ever live-streamed workout class and will be led by the IBF Heavyweight World Champion boxer, Anthony Joshua. Members of the public can participate in the session through live streaming or in person at the gym (details to be announced). All ‘Made to Move’ sessions will be available to view at www.lucozadesport.com.
Steven Hind, head of marketing at Lucozade Sport said: “We are absolutely thrilled to launch the new ‘Made to Move’ campaign. Our lives have become busier than ever and while there is a great desire to move more and stay more active, it is often hard to keep as fit and healthy as we’d all like. We strongly believe that leading a more active lifestyle is key to a healthier, happier and more fulfilling life. That’s why we are setting ourselves the goal of helping one million people to move more by 2020. The campaign aims to bring awareness of the importance of a more active and balanced lifestyle, we hope that our consumers feel as passionate about what we’re trying to achieve as we do and this translates into increased sales for our important retail partners.”