The Movers List
Lucozade Sport is a drink associated with football, boxing and running thanks to years of brand sponsorship focussed on those sports. We wanted to grow its market share by making the drink relevant to more sporting communities. The Movers List celebrated 50 unsung local champions who inspired others to move more, including Mac Ferrari, a reformed gang member who leads BMX Bikestormz with young adults, Khadijah Safari, who started the first women-only martial arts club, and Hannah Hawkey, who runs fitness classes set to heavy metal and rock music soundtracks. The campaign increased Lucozade Sport consideration by 11% and sales by £1.1m.
PRCA Winner: Consumer PR High Budget Award
PR Week Winner: Best Influencer Marketing Campaign