Lucozade is the UK’s number one sports drink – and there’s no better time to highlight a sports drink’s hydration credentials than during a tropical World Cup.

The fans expect England to play with their hearts on their sleeves. But running around a lot in the conditions of Brazil would mean losing hydration and fuel which, in turn, would result in a dip in both physical and mental performance.

This provided the perfect opportunity for Lucozade Sport to educate amateur players on the importance of staying hydrated, by vividly demonstrating the impact of heat and humidity on performance.

1.3 million people viewed the Conditions Zone on YouTube

300,000 social engagements

17.3 million media impressions across all major news media in the UK and beyond.

Even Gareth Bale was impressed – he tweeted “Have a look at this new #Conditionszone 5 a side pitch from @lucozadesport! Good training for the boys in Brazil”

Sadly we couldn’t help England win the World Cup. But we did sell 12% more Lucozade Sport than the previous summer.

Google insights data into previous tournaments helped us time our launch to maximize press coverage. We promoted the campaign with YouTube pre-rolls starring Steven Gerrard, promoted Facebook posts, Twitter’s new video ad-card format and during half-time in England’s final warm up games in Miami – a location deliberately chosen because of the hot humid conditions that would replicate Brazil.

We kept in the news throughout the World Cup with reactive content across social media and in contextually targeted Press ads on England game days. PPC ran throughout the tournament with copy adapted to fit changing climate conditions for each game.

We couldn’t take British fans to Brazil to show the effects of the heat, so we brought Brazil to London, with the Lucozade Sport Conditions Zone, a climate-controlled, temporary football stadium, set to a stifling 32 degrees Celsius with 76 percent humidity.

800,000 cubic feet of East London transformed into equatorial rainforest, allowing 1000’s of amateur players a once-in-a-lifetime opportunity to experience the extreme playing conditions of Brazil.

During their visit, amateur players had their data analysed and could share the results on their social networks from interactive screens at the event.