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Lucozade Alert

Brand Building

1. Objective

Using OOH, help Lucozade burst into the stimulant energy category and build brand fame.

2. Strategy

• Placement is key - in order to catch the attention of passers-by and reach energy drink enthusiasts on the move the sites chosen were strategically located in areas with high footfall.

• As creativity is the second-highest driver of advertising profit, bespoke special builds played a key role in the campaign.

• To further amplify the launch vibrant creative and supporting formats were used nationwide in order to build brand fame and drive further conversations.

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3. Execution

• To ensure cut through a four-metre 3D can of Lucozade Alert was created and placed on a golden square in Wexford St, a placement that was key to reaching target audiences.

• Premium placements including a 240-sheet in Ranelagh and building banners also played a key role in the campaign.

• The campaign used a mix of both classic and digital Out of Home formats and was active across both ROI & NI.

• This campaign was planned and bought by Posterplan.

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