Lucozade Energy has launched a national real-time marketing campaign that will see digital outdoor advertisements synchronised using syndicated commercial network supplier GTN’s Network Drive.
The partnership between Lucozade, GTN and advertising companies Primesight and MediaCom will seek to connect more platforms and messages using innovative technology. Out-of-home (OOH) advertising will appear across Primesight’s digital 48 sheet network in tandem with radio spots across the Network Drive package, meaning that drivers will both see and hear Lucozade Energy’s Find Your Flow advertisements while they are travelling.
Launching today and running until 26 June, the campaign will seek to make Lucozade Energy more relevant to everyday energy lulls. The radio advertisements will be broadcast alongside GTN’s traffic and travel bulletins on major radio groups and stations including Global, Bauer, Absolute Radio and TalkSport.
Lucozade marketing manager Lesley Stonier said: “We are really pleased with the way MediaCom has worked with Primesight and GTN to develop this innovative use of [digital OOH] and radio to really help land Lucozade’s role within on-the-move occasions.”
GTN sales director Denise Perry said: “We are delighted to be working in close collaboration with MediaCom and Primesight to deliver an exciting cross platform solution, ensuring that Lucozade Energy’s Find Your Flow messaging is effectively delivered to ‘everyday strivers’ at key drivetimes.”
Primesight group business director Nigel Fung added: “This campaign shows what OOH is capable of when it comes to real time marketing opportunities and partnerships with other media channels. OOH is one of the most flexible and adaptable media channels the industry has to offer.”
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