Welcome

Lucozade Sport Advert

Campaign
BY REUBEN WAGSTAFF, BLAKE
HEMMINGS, JOSH WILDGUST + DAISY
BISGROVE

Josh
 Blake Hemmings
Hi I'm Blake, and I am the producer and editor for
this ad campaign. I work with my team to make
sure all the work gets done and to a standard we
are all happy with.

The Crew Reuben Wagstaff

Hello my name is Reuben, and I am the director for
this Lucozade Sport campaign and my job on the
team is to be visually creative and engaging with
the team to direct them on certain things to do for
how the whole thing turns out to look.
 Daisy Bisgrove
Hey! I’m Daisy and I'm the social media manager
for our Lucozade advert campaign. I stay active on
Instagram, organising posts and keeping our
followers engaged.
Other Crew
Members Josh Wildgust
Hey, my name is Josh, and my role is to research
everything to do with Lucozade. My research could
vary from key statistics relating to Lucozade or just
facts relating  to the overall history of the company.
I was also an actor in the tv advert. 
The Concept
Our plan for Endless Limits is to work with Lucozade Sport to encourage
people to start exercising and running during lockdown to keep fit and
healthy. The reason why we have chosen this idea is because it is
important for people to keep fit and have a good mindset over national
lockdowns in the United Kingdom.

And you might be wondering why people need Lucozade Sport and that
is because Lucozade Sport will keep you fuelled, hydrated and will keep
your performance up to the best it can be.

Our concept is to also put out two hashtags which people can engage
and interact with on social media, and our hashtag is #MadeToImprove
and #ShareYourImprovement and we have chosen these two hashtags
because people can showcase themselves on social media doing their
daily runs or exercise through lockdown. 

Reuben
Target Audience
The original target audience for Lucozade Sport has been young,
active people who are motivated and enjoy exercise. However in
our campaign we are increasing the age range to include older
audiences as well.

Because of this our new advertising campaign will be focusing a

lot on gaining more buyers for Lucozade by attracting more
people but we will also be capitalizing on those who already buy
Lucozade. This will be possible with our Tagline and hashtag
Made To Improve, which will not only encourage people to get
up and out for exercise but also to keep it up and focus on
always getting better.

Despite our new direction regarding target audience the

demographics and psychographics are staying almost exactly the
same, with the only change being the target audience age range.

Blake
Tag Line

Lucozade Sport has previously had the hashtag

‘Made To Move.’ This is because it was the
audiences first step to get up and start their
journey with exercising. 

But now we are moving up to the next step which

is 'Made To Improve’ 

These tag lines are featured in our adverts and can

be used online with a hashtag so people around
the world can share their journey, whether it’s
exercising and working out or just improving on
anything they are interested in.

Josh
 Structure
The structure for our Lucozade advert is documentary
and realist narrative.
It’s a documentary because people who are featured in
the advert document themselves working out during
lockdown life and this is an example of what our target
audience will be doing with our hashtag
#shareyourimprovement.
It’s a realist narrative because we always see people out running
and working out and so with our advert, we will also be having
people doing that. 

Daisy
The Techniques of
Persuasion
Our advert is focused on improvement in the mind and body, we
are using exercise to show people thriving in lockdown and
enjoying their time as much as they can during such a testing
time. 

Therefore, we decided our technique of persuasion for the

advert is lifestyle appeal, as those watching the ad will want to be
like the actors included in the ad and as a result will be drawn
towards the product. They will watch and think to themselves that
it doesn’t seem that difficult to start exercise and even though it
may not be a long-term lifestyle change for them it will be a good
change of pace for the time that they are involved with exercise.

Although we could have included a number of these techniques

for our advert we decided the best suit for ours would be to focus
on the lifestyle appeal to make it easier for the advert to seem
consistent and make it easy to understand.
Blake
 Style
The style for our advert is desire. This is because the advert shows people who are exercising,
improving on themselves and keeping fit despite the effect that lockdown has had on all our lives.
The viewers of the advert will see the people in the advert as normal people and will be inspired to
go out and do something.

This links back with the idea of desire, because the viewers of the advert will want to prove to
themselves that they can improve and get fitter no matter where they are with their journey. They
will always be able to improve on themselves and that’s the only thing that matters.

Daisy
POSTER

We wanted to make our poster visually pleasing, and we

wanted it to stand out to people. The flavour we have
chosen for our poster is Caribbean Burst as we want to
make the viewer feel like they want to go and taste the
exotic tropical flavour's and to feel like there on that
island which is on the poster.

We made sure to add a footer at the bottom of the poster

to give more information and we put in a sign to let them
know that it would be sold in their local stores for just
£1.40 which is the average price for a Lucozade.

Reuben
Social Media
For the Lucozade advert campaign, we have created
an account on Instagram. The reason we have chosen
this specific platform is because it is mainly a place to
see visual images and videos, and people find it easy to
get around and use. Also, we find that younger people
are starting to use Instagram and so this also fits into
the target audience. 

Instagram is also a great place to do quick little easy

surveys by using the features on stories like polls or
questions which people can ask us, and we can
respond to them back.

Our Instagram account: @Lucozade_Adcampaign

Daisy
Potential Marketing Opportunities
Celebrity Endorsement: 
We can have celebrity endorsement from an athlete or celebrity, our example would be Joe Wicks
because he is known home workout training and his fitness programme and therefore it would be
linked to our advert with the theme of lockdown and keeping fit.

Brand Partnerships: 
Nike, Adidas, Puma and Gym Shark for custom Lucozade Sport water bottles.

Blake
Call To Action
The call to action for our Advert campaign is on our social
media and it is linked with our hashtags #MadeToImprove
and #ShareYourImprovement. We will be requesting
people to use these hashtags to show how Lucozade is
helping them with their exercise and keeping fit while for
the most part, we are all house bound. 

The hashtag will be used for people to share what

exercise they are doing by posting photos and videos,
with the overall goal being to build a community of
people all doing exercise, who can come together despite
being so far apart.

And our call to action is to call out the hashtag for them
to use.

Josh
 Radio Advert 
For our radio advertisement we wanted the
advertisement to seem natural and so what we
produced was the idea of having a convocation
in a park with a friend talking about lockdown
and the daily exercise and then we planned to
mention in the script that one of them use
Lucozade Sport and talk about it and how they
use it for their exercises and running.

The two voice actors in the call who are

featured in the advert is Blake Hemmings and
Daisy Bisgrove. 

At the end of the radio advert, we also wanted

to put in our slogan 'Lucozade Made To
Improve' to make sure we had consistency
throughout our campaign.
https://youtu.be/5iunJxUO-CY
Reuben
TV Advert
For our TV advert we decided to base it around exercising and working out. This is because Lucozade
fuels your energy so you can reach your max potential in your own workouts and exercising routines.
Due to current lockdown restrictions, we had to follow government guidelines and record the TV
advert without each other. To do this, we have all done workouts and exercises at home or in our local
area, either by ourself or directing family to take the shots of us from the shot list. 

In these shots, we ensured there was different Lucozade flavours for each workout/shot. We made sure
these Lucozade's were one of the main targets in each shot to show off the various range of different
flavours Lucozade offer. 

As we were able to do this advert during lockdown, it shows people how workouts and exercising to
stay fit and obtain a healthy body can be done throughout the lockdown as we are #MadeToImprove.

Daisy
 Lucozade Sport | Made To Improve
This is our final edit
for the advert. We
hope you enjoy!
​
https://youtu.be/TnF0oL2
wEB4

Josh
Proposed Platform and Advertising Slots
TV Advert
We propose that the TV advert will be shown on ITV in the early evening slots for 3 weeks. This is
because ITV is a popular TV channel among families and young adults and early evening will
heighten our chances of both adults, teens and young adults seeing the advert, getting as many
eyes on the ad as we can every night over the course of 21 days.
Radio Advert
The platform we wish to show our Radio advert is Kiss FM or talkSPORT. This is because on Kiss FM
we will get listeners from young people around the country and on talkSPORT we will get sporty
people listening to it, which will give us a range of people who possibly could be influenced by the
advert.

Daisy
Price
TV Advert – Our 35 second TV Ad will be played between 5pm and 7pm
(early evening) in the Southwest, the Midlands and the North for 3
weeks which will cost us £230,398

Radio Advert – Our Radio Ad will be shown on Regional and National

radio for 3 weeks which will cost £37,500

Poster – We will be advertising our posters on buses and bus stops for 3
weeks which will cost £840

Social Media – We will be advertising on Instagram and YouTube for 3

weeks which will cost us £441

Total = £269,179

Blake
 In conclusion we want to put out there that
It is important to stay fit especially with

Conclusion lockdown and that Lucozade Sport can help

and provide the needs to help people
workout and stay active.

Josh
THANKS!
THANK YOU FOR LISTENING, ANY QUESTIONS?

Daisy