The Conditions Zone was a massive hit

The zone itself was an immediate success. People were attracted by the chance to get real data on their performance in these conditions.

- the zone sold out in just 2 days

- 3337 individuals registered to get on our pitch.

- we had 1464 test subjects who sweated over 572 liters of sweat and scored 3948 goals.

Participants published our data

By creating a platform which allowed players to send a share their own stats, we created a buzzing online community. This resulted in over 300,000 social engagements.

Media influencers published our data

Our level of data and experimentation on the conditions meant we became trusted resource for journalists across the UK, driving massive PR coverage for the brand:

- on the day of the launch, we appeared across every major news channel

- across the whole programme we created total £30 million pounds worth of earned media, reaching over 32 million people.

- in total we had 114 pieces of coverage across the UK including 30 national print and broadcast media

This increased credibility for Lucozade

90% of this media coverage contained positive sentiment towards Lucozade Sport in the context of the conditions. This was driven by the data - we were being authoritative and clear and proven ‘before the eyes’ of the influencers.

Our own content was very successful

Our content was seen by over 1.5 million views, and a high organic views of 20%, was attributable to the credibility and usefulness of the data.

End results on brand & sales

All this had a positive impact on the overall brand story: increase of 43% in agreement to the key equity statement “helping you perform at your best”. Lucozade Sport achieved a record summer - a 12% rise in sales.

Data started with the players

The creative idea of the Conditions Zone came directly from the need to generate data – that was its main purpose. The participants selected by Lucozade played a central role as the games they played generated the data we needed.

Collected data on a grand scale

It required experiment and exploration of data and performance on an unprecedented scale. We had to wire up every single player to personal monitors which covered their progress on the pitch. We were able to harvest an incredible amount of a data from player distance covered to amount of energy expended.

We then processed the data and fed it back to the players. The level of detail matched the best Premier League sports labs in the country.

Innovation at this level helped Lucozade Sport create an experiment which stood out from the competition and demanded attention by consumers and the media.

Data inspired creative

Additionally, we uniquely combined the data with the creative, something which has been rarely seen before. It allowed us to provide an incisive commentary on England’s performance at the World Cup.

1. Pre-tournament

Every wanted to understand the conditions and the problems they posed: our first film explored the Science of Brazil. Our data showed that dehydration of 2% had a significant impact on performance. We brought this to life by visualising the sweat lost through pint glasses.

2. First game

We tapped into the buzz of England vs. Italy. Previous data showed England only had 33% of possession when the teams met at Euro 2012. Having the ball means you have to run less leaving you less exhausted. We simulated what it was like to play without the ball. The level of exhaustion meant a further 1.1C increase in body temperature could have been fatal.