Lucozade - "YES Records"

Grey London

Grey London London, United Kingdom

3318

Title	YES Records
Agency	Grey London
Campaign	Yes Records
Advertiser	GlaxoSmithKline
Brand	Lucozade
Date of First Broadcast/Publication	2011 / 2
Business Sector	Soft Drinks, Tonics
Story	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.
Media Type	Case Study
Length	120 seconds
Executive Creative Director	Nils Leonard