Lucozade YES

Lucozade YES Campaign

Sales had declined and the brand was no longer seen as relevant to the key Energy audience of 18-24 year olds. In response, the brand embarked on an ambitious repositioning programme focused around YES moments. A key insight revealed that music played a prominent role in the lives of 18 – 24 year olds and as such should lie at the heart of any brand campaign. The key to success was to physically engage with this audience by living in their world.


The YES Arena
Our strategy was to take Lucozade Energy’s presence from brand experience to a genuine piece of on-site entertainment. We created the YES Arena, an 800-person capacity space which served as a hang-out-hub during the daytime long dwell times outside of the main arenas before the main acts took to the stage, and came into its own again after the main stage action.

Energy Levels
After the main stage action, the YES Arena transformed into a fully functioning silent disco, complete with DJ battles, dancers, special effects and free giveaways including sunglasses, ponchos and popup tents. The crowds were encouraged to amplify the energy levels in the YES Arena to light up the Big YES beacon on stage – with the more energy put in, the more prizes given out.

Day & Night
The YES Arena was equipped with a juke box style silent disco where festival-goers could choose their own songs and relax in deck chairs, bean bags and speaker system styled seats. It also served visitors ice cold samples of Lucozade Energy Orange and the new limited edition Summer Fruits at The Lucozade Energy Bar.

Results
We launched the YES Arena. By day, a hangout hub and chillout area for the festival goers to kick-back, recharge and get-set for their good times ahead. By night, the YES Arena Silent Disco complete with DJ battles, dancers, special effects and free giveaways keeping the party going into the early hours!

278,000 Festival goers
385,000 Samples
9.4 / 10 Conversion rate